An Analysis of Regional Brand Construction of Agricultural Products in Putian
The case study method is used to systematically sort out the development status of Putian regional brands of agricultural products.The regional brands of fruits in Putian are distinctive,but lack of explosives;Putian aquatic products regional brand advantage is obvious,but the competition is fierce;The regional brand chain of other agricultural products in Putian is complete,but the popularity is low.This paper points out the idea of constructing the regional brand of Putian agricultural products.Putian'Four Famous Fruits'(litchi,longan,loquat and Wendan pomelo)has certain product differentiation and brand uniqueness,which is suitable for adopting the strategy of single product explosion;Putian Nanri abalone and other seafood have marine,green and ecological advantages,which are suitable for creating fast relationships to shorten the distance between users;Putian Mazu noodles,Xinghua rice noodles,red balls and other local characteristic products can create their own unique social currency due to their own traffic and topics.The paper puts forward the specific path of building regional brand of agricultural products in Putian,analyzes the external environment,carries out brand positioning and spreads the regional brand construction process of brand positioning.The research conclusions provide reference for the high-quality development of regional brands of agricultural products in Putian.
Putianagricultural productsregional brand building
NETL
NSTL
万方数据
