Study On The Strategy Of Improving The Brand Competitiveness Of Salted Duck Eggs In Nansi Lake

Salted duck eggs in Nansi Lake,as one of the most important agricultural products in Nansi Lake Lake area,have great influence on the economy of Nansi Lake Lake area and even the regional economy.Nansi Lake salted duck egg has a long history,has a certain degree of visibility,has a certain market share.The ecological environment of the lake area is good,the laying duck raises quantity is big,the duck egg quantity is many in a year.In recent years,with the introduction of the rural revitalization strategy,the local government has been increasing its support and guidance for the brand building of salted duck eggs in Nansi Lake,a series of policy documents have been issued to promote the development of salted duck egg brands in Nansi Lake.In recent years,a large number of representative salted duck egg brands have emerged in Nansi Lake,and the brand development of salted duck eggs in Nansi Lake has been changing with each passing day.But for a long time,the problems of uneven product quality,poor brand awareness and weak brand effect still hinder the development of salted duck egg brand in Nansi Lake.This series of problems makes the brand competitiveness of Nansi Lake’s salted duck eggs and other outstanding agricultural products at home and abroad have a certain gap,it also puts Nansi Lake’s salted duck eggs at a disadvantage in competition with many good agricultural products.In order to promote the rapid development of Weishan Lake salted duck egg brand and improve the brand competitiveness of Weishan Lake Salted duck egg,this study combined with the actual development of Weishan Lake Salted duck egg brand,through reading a large number of literature related to brand construction of agricultural products and the improvement of brand competitiveness of agricultural products,carefully summarized the previous research results,and built the Weishan Lake salted duck egg brand competitiveness evaluation system model.Then,fuzzy comprehensive evaluation is used to score the brand competitiveness of Weishan Lake salted duck eggs.Based on this,influential factors restricting the development of Weishan Lake salted duck egg brand and weaknesses restricting the promotion of Weishan Lake Salted duck egg brand competitiveness are found.We find that the packaging lacks aesthetic feeling and the brand publicity is not strong enough.The form is too traditional,the product is single and lack of innovation,the brand cultural value has not been fully explored,and the government support is not good,which directly affects the brand development of Weishan Lake salted duck eggs.Based on the evaluation results of Weishan Lake Salted duck egg brand competitiveness,we put forward the optimization of product packaging design,improve the purchase service experience;Strengthen brand publicity,follow the principle of reasonable pricing;Strengthen brand innovation ability,maintain brand vitality;Fully explore the brand culture,enhance the value of brand culture;Strengthening the role of government support and promoting the healthy development of the brand.