Lin'an City has a long history of growing,processing and selling Carya Cathayensis,a traditional special local product for which the city is well known.In recent years,Lin'an Carya Cathayensis gives full play ...Lin'an City has a long history of growing,processing and selling Carya Cathayensis,a traditional special local product for which the city is well known.In recent years,Lin'an Carya Cathayensis gives full play to the industry cluster advantages and gains the reputation of"regional name brand of Zhejiang".However,it faces the predicament of regional brand operation,so industry transformation and upgrading as well as intensive farming for this brand are inevitable and necessary.This paper analyzes the current regional brand operation mode of Carya Cathayensis in Lin'an to find out that the growth of this brand is constrained by messy business entities,weak brand protection effect,significant lemon market effect,insufficient industry association efforts and wanting brand culture construction,thus it puts forward the conception of a business alliance based regional brand operation mode for the Carya Cathayensis in Lin'an.The results of this study shall provide theoretical guidance and empirical basis for the marketing practice of the regional brand of Carya Cathayensis in Lin'an.展开更多
Based on the theory of Means-End Chain,this paper surveyed value cognition structure of 36 member consumers through the laddering interview. According to the survey,it made an in-depth analysis on brand positioning st...Based on the theory of Means-End Chain,this paper surveyed value cognition structure of 36 member consumers through the laddering interview. According to the survey,it made an in-depth analysis on brand positioning strategy for Lin'an Carya Cathayensis Sarg,and obtained the existing brand operating model. It is hoped to explore effective strategy of brand positioning for agricultural product enterprises in Zhejiang Province,and accordingly lift core competitiveness of agricultural products of Zhejiang Province.展开更多
基金Supported by National Level Project of Innovation and Entrepreneurship Training Program for Undergraduates(201210341016)Zhejiang Province Project of Technology Innovation Program(2012R412016)+1 种基金Humanities and Social Sciences Research Project of the Ministry of Education(12YJA630192)Philosophy and Social Science Planning Project in Zhejiang Province(10CGGL18YB)
文摘Lin'an City has a long history of growing,processing and selling Carya Cathayensis,a traditional special local product for which the city is well known.In recent years,Lin'an Carya Cathayensis gives full play to the industry cluster advantages and gains the reputation of"regional name brand of Zhejiang".However,it faces the predicament of regional brand operation,so industry transformation and upgrading as well as intensive farming for this brand are inevitable and necessary.This paper analyzes the current regional brand operation mode of Carya Cathayensis in Lin'an to find out that the growth of this brand is constrained by messy business entities,weak brand protection effect,significant lemon market effect,insufficient industry association efforts and wanting brand culture construction,thus it puts forward the conception of a business alliance based regional brand operation mode for the Carya Cathayensis in Lin'an.The results of this study shall provide theoretical guidance and empirical basis for the marketing practice of the regional brand of Carya Cathayensis in Lin'an.
基金Supported by Sci-tech Innovation Program of Students of Colleges and Universities in Zhejiang Province in 2013(2013230019)Humanities and Social Sciences Research Project of the Ministry of Education(12YJA630192)
文摘Based on the theory of Means-End Chain,this paper surveyed value cognition structure of 36 member consumers through the laddering interview. According to the survey,it made an in-depth analysis on brand positioning strategy for Lin'an Carya Cathayensis Sarg,and obtained the existing brand operating model. It is hoped to explore effective strategy of brand positioning for agricultural product enterprises in Zhejiang Province,and accordingly lift core competitiveness of agricultural products of Zhejiang Province.
