| General Secretary Xi Jinping pointed out that without agricultural modernization,no rural prosperity,and no peasants living and working in peace,national modernization is incomplete,not comprehensive and unsound.In the construction of agricultural modernization,it is very important to build regional brand of agricultural products and promote agricultural brand management.The importance of regional brand of agricultural products has become increasingly prominent.Especially in recent years,the state’s emphasis on agriculture and management have made the development of regional brands of agricultural products relatively rapid.This paper takes Dangshan Crisp Pear as a case study,the pear is produced in Dangshan County,Suzhou City,Anhui Province.Through the use of brand pyramid theory and the knowledge in management and marketing knowledge to analyse and research the marketing dilemma faced by regional brands.The paper is divided into six parts: the first part is an introduction,mainly introducing the purpose and significance of writing,a brief introduction to the regional brand of Dangshan Crisp Pear,background analysis and then put forward the topic;the second part is a literature review,which summarizes the basic theories used in this article,combines the theories with the topics,and analyses the problems of regional brand;the third part is a case description,introduced to the reader the basic overview of regional brand development,development history,current situation and difficulties faced;followed by the fourth part of the case analysis,the main content is a detailed analysis of the external environment and the regionally internal environment,to find out the reasons for the decline in brand equity and competitiveness of Dangshan Crisp Pear;The fifth part is the suggestion,the specific strategies for the pears’ marketing dilemma.Finally,the sixth part is the summary of the paper and the future research prospects.The main conclusion of this paper is that the construction of regional brand of agricultural products must keep pace with the times,draw lessons from modern marketing theory to deeply analyze the problems which it faces,and put forward strategies.Brand building is a systematic project,which should be continuously developed and perfected in the market competition.Therefore,the marketing of regional brand of agricultural products must focus on how to form the brand equity and enhance the brand image and competitiveness. |
