Research On Marketing Strategy Of Youyu Mutton From The Perspective Of Regional Public Brands

In recent years,centering on promoting farmers’ income increase,Youyu County takes "one county,one industry" and "one village,one product" as the main direction,and takes the development of green ecological lamb as the leading industry to promote farmers’ income increase,so as to realize the park-oriented layout and industrialized management.Due to the unique natural location conditions,"Youyu mutton" has developed into a geographical indication product,and has become a regional public brand with certain influence,but with the change of market demand and the intensification of market competition,Youyu mutton has encountered unprecedented pressure in industrial development and market development.How to give full play to the brand benefit,stabilize and develop the market to promote the development of Youyu mutton industry has become an urgent problem to be solved.From the perspective of regional public brand,this study put forward corresponding strategies from the marketing aspect,centering on how to better meet the market demand,in order to improve the competitive position of Youyu mutton and give play to the brand advantage.The paper is divided into seven parts.The first part is introduction.It mainly includes research background and significance,research trends at home and abroad,research methods and research content.The second part is the concept definition and theoretical basis.It mainly expounds the concept identification of public brand and youyu mutton,as well as agricultural product marketing theory,brand marketing theory,regional brand umbrella theory,consumer behavior theory and market competition theory.The third part is the general situation of sheep industry development.It mainly introduces the basic situation of youyu county and the basic situation of youyu mutton industry development.The fourth part is the marketing status of Youyu mutton.It discusses from brand construction,sales market,distribution channels,price and price,publicity methods and environmental factors.The fifth part includes the analysis of the influencing factors of consumers’ cognition and middlemen’s cognition.In addition to consumers’ personal characteristics,factor analysis method is used to summarize the 14 factors that affect consumers’ purchasing behavior into five factors,including product factor,price factor,channel factor,brand factor and environmental factor.By using binary Logistic regression model,the purchasing intention of youyu mutton was analyzed.The results show that consumers’ per capita monthly household income,product factors,price factors,channel factors,brand factors and environmental factors have a significant impact on consumers’ purchase intention,and from the perspective of middlemen’s cognition,it is found that there are certain deficiencies in product quality and media.The sixth part is analysis of marketing opportunities and problems of Youyu mutton.It analyzes the opportunities and advantages,disadvantages to be improved and problems to be solved in the development of youyu mutton market.The seventh part is the marketing strategy optimization suggestions of Youyu mutton.From four aspects of market positioning,maintaining brand image,improving product quality and innovating distribution channels,it puts forward marketing strategies and suggestions for realizing the healthy development of youyu mutton market.