Research On The Strategies Of Promoting The Market Value Of Regional Specialty Products

With the entering into WTO of China, reforms and opening-up grow deeper and more and more regional specialty products arrive in and take Chinese market gradually. Most of the products have special local cultures, historical customs and geographical characteristics, such as French wine, Korean ginseng, Japanese sashimi, etc. Faced with Korean and Japanese cuisine everywhere, the inflow of Korean cinematographic and television work and music with the carrier of Korean history and culture, and the present situation that our citizens, especially young people, become more and more zealous for these foreign products with special characteristics, what should we reflect on and think about? As a country with a history of five thousand years, a civilization of glorious cultures and an area of 9.6 million square kilometers, our country has vast territory and abundant resources and there are many districts and local products with special characteristics. It is not extravagant to say that each county or town has its distinguishing features. Because of the special history and national conditions our country, the local governments and people still have faint senses of market economy and the concept of market, and they do not pay enough attention to these regional specialty products and do not develop them efficiently. All these result in a series of problems like low market value of regional specialty product, bad brand image, low development efficiency, etc. Because of the influences of various elements, some local special products are not effectively protected and carried on, and thus, they suffer devastating damage and the situation is unpromising. With the exacerbating of market competition, Chinese regional specialty products are faced more severe challenge, and thus, the thinking and research on the strategy of promoting the market value of regional specialty products become especially important.It is against such a background that the research is carried out in this thesis, which analyzes and studies the strategy of promoting the market value of regional specialty product by using the related theories of the science of modern marketing, regional economics, customer value, etc. First, on the basis of reviewing related theories, this thesis puts forward the connotative definition of the concepts of regional specialty product and the market value of regional specialty product. Then, it analyzes the influences of government, confederation of trade union, enterprise and the public on the market value of regional specialty product respectively and the mechanism of these influences. And through the analysis, the thesis puts forward strategies and measures to promote the market value of regional specialty product from the four aspects of influences. Finally, taking ginseng, the regional specialty product of Jilin Province, as the example, this thesis puts the research findings into practice and points out the strategies to promote the market value of it. According to research objectives and needs, the thesis is divided into six chapters:Chapter one is introduction, introducing the background and significance of the research, including its theoretical and practical significance. This chapter also points out the basic method of research and the layout of the thesis.Chapter two is about the definitions of the concepts of related theories and literature review. On the basis of drawing on the experience of and associating with research findings in this field and related fields at home and abroad, this chapter defines and expatiates on some related theories and their connotations from the perspective of the present research. It also reviews the present situation of research on value theory and market value theory.Chapter three is the research on the mechanism of the formation of the market value of regional specialty product. It mainly studies these elements and their mechanism. The study is mainly carried out in four aspects: government, confederation of trade union, enterprise and the public, which influence the market value of regional specialty product.Chapter four is the research on the strategies of promoting the market value of regional specialty product. Beginning with the four elements, i.e. government, confederation of trade union, enterprise and the public, which are analyzed in chapter three, the present chapter studies the promoting of the market value of regional specialty product and gives corresponding promotion strategy for the four elements so as to direct practice.Chapter five is the research on the strategies of promoting the market value of regional specialty product of Jilin Province(Jilin Ginseng). This chapter is the empirical study or the application of theories. It chooses ginseng, one of regional specialty product of Jilin Province, as the representative, introduces it briefly, and analyzes its problems in developing and promoting of market value. Combining with the discussion and research of previous chapters, this chapter puts forward strategies and suggestions for the promotion of its market value.Chapter six is conclusion, summarizing the findings and creative points of the current research. It also points out the limitations of the thesis, and room and direction for further research.The findings and creative points of the current research are:Firstly, on the basis of summarizing previous concepts and theories, for the needs of present research, this thesis puts forward the connotative definition of the concepts of regional specialty product and the market value of regional specialty product, and thus paves the way for the current and further researches. Secondly, from a special perspective, this thesis studies the four main elements, i.e. government, confederation of trade union, enterprise and the public, which influence the market value of regional specialty product, and also the mechanism of these influences. At last, on the basis of the above analyses, the thesis gives specific measures to promote the market value of regional specialty product according to the four elements. This thesis has great operation significance and practical value in directing the developing of regional specialty products in our country and providing theoretical guidance in promoting the market value of regional specialty product. From a special perspective, using related theories, this thesis discusses the promotion of the market value of regional specialty product from the four aspects of government, confederation of trade union, enterprise and the public. As a relatively comprehensive and systematic system of research and thinking, this can help provide a general research framework for the developing of regional specialty product and the promoting of its market value, and paves the way for further research.Thus, this thesis has important theoretical significance and practical value. Theoretically, there is little formulation of the concept of regional specialty product and there are not many scholars who do researches in this respect. The related theories are far from perfection. On the basis of reviewing related researches and findings, this thesis puts forward the connotative definition of the concepts of regional special product and the market value of regional special product. It also discusses the elements which influence the market value of regional specialty product and their mechanism from a whole new perspective, and to a certain extent, covers the shortage of research worldwide in this field. What's more, since this thesis is on a footing of the science of modern marketing, using the theories and ideas of modern marketing to analyze and approach the problem of promoting the market value of regional specialty product of our country, it enriches the fields to which the theory of the science of marketing is applied to a certain extent in our country.Through research, this thesis finds that the four aspects, i.e. government, confederation of trade union, enterprise and the public, are the main elements which influence the market value of regional specialty product and it puts forward some specific strategies to promote the market value of regional specialty product according to the four aspects. These relatively systematic and comprehensive strategies and measures can provide theoretical guidance for and boost the developing and promoting of market values of regional specialty products in our country and thus promote the development of regional economy and increasing of people's income.