The Strategy Combination of Regional Public Brand Construction to Help Rural High-quality——Based on the Case Analysis of"YuanJiacun"in Shaanxi Province
For a long time,rural products have been stuck in the pattern of"three low cycles"of many categories but not strong(low quality),strong industry but not excellent(low brand),good brand but not fine(low price),which seriously restricts the high-quality development of rural industry,and needs to carry out quality and brand construction.Brand is not everything,no brand can not do.Can the construction of public brand in rural areas crack the"three-low cycle"and promote the high-quality development of rural areas?Based on brand strategy theory and life cycle theory,this paper constructs an analytical framework for regional public brand to promote high-quality rural development,and studies this issue based on the case study of Yuan Jiacun.The research believes that,first,identifying the category is to break the premise that rural products are many but not strong,enhance the brand identity through differentiated brand positioning,form aggregation effect,and strengthen the collective economy.Second,the improvement of quality is to break the foundation of strong and poor industry,build brand image to enhance visibility,produce premium effect,and promote joint agriculture and farmers.Third,the promotion of the brand is the key to break the brand excellent but not fine,through the brand combination to enhance the reputation,play the brand diffusion effect,to achieve a strong village and enrich the people.The research puts forward that"identifying the category-improving the quality-promoting the brand"is the sequential strategy combination of the rural regional brand construction towards the"three high cycles"of high quality,high brand and high price.The paper uses the brand building case of"YuanJiacun"in Shaanxi Province to confirm the analysis frame,and refines the core experience of Yuanjiacun in regional public brand building.This paper tries to help regional public brands to develop high-quality rural areas,and provides a practical case of brand strategy combination and village public brands.
regional public brandrural revitalizationbrand strategy"YuanJiacun"case study
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