Research On Cluster Brand Construction Of Shaanxi Apple

Since reformation and opening, China’s agriculture cluster is developing rapidly,has become an important way to enhance the agricultural competitiveness. Butgenerally speaking, China’s agriculture is still in the transitional phase of thedevelopment of traditional agriculture to modern agriculture, the agriculturalfoundation is weak, the competitiveness of many agriculture clusters is recessionaryor even shrinking, which hinder the pace of China’s agriculture connecting with theworld. However, only depending on the agricultural enterprises and farmers can’tsolve these problems. It must reflect personality and characteristics of development ofthe agricultural cluster, set up a whole image of the regional agriculture, enhance theagriculture competitiveness and maintain sustainable development of the agriculturalcluster by brand. Therefore, create cluster brand which based on agricultural clusterand achieve the change from cost competition to brand competition is a strategicchoice to enhance China’s agricultural competitiveness. At present, with developmentof apple industry cluster, the fame and reputation of cluster brand of Shaanxi applecontinue to grow and develop. However, inside and outside the industry cluster ofShaanxi apple, the apple varieties are varied, the brand is messy, the output is larger,the products have a vague personality and lack of features between similar products. Itis difficult for consumers to identify the Shaanxi apple. Therefore, constructing thecluster brand of Shaanxi apple is imminent.The thesis takes agricultural industry cluster, agricultural cluster brand andcluster brand competitiveness as the theoretical basis and takes the cluster brand ofShaanxi apple as the research object. On the analysis of formation conditions andconstruction status of the cluster brand of Shaanxi apple. The thesis draws onexperience in constructing agricultural cluster brands at home and abroad to developthe strategic planning and implementation strategies of cluster brand construction ofShaanxi apple. The main content of the thesis is as follows:First of all, introduces the current situation of the development of Shaanxi appleindustry cluster from the production, the processing, the sale, the industrialization andthe income of the peasants; analyses the formation condition of cluster brand ofShaanxi apple which combines with the interactionn between agricultural cluster andcluster brand; and establishes the cluster brand competitiveness of Shaanxi appleusing the fuzzy comprehensive evaluation method to analyse the status of the cluster brand construction of Shaanxi apple and concludes that the cluster brandcompetitiveness of Shaanxi apple is weak.Second, analyses the existing problems and the necessity of the cluster brandconstruction of Shaanxi apple after combining with the evaluation indexes of clusterbrand competitiveness of Shaanxi apple. In the basic ability of cluster brand, there aresome problems in terms of safety and quality of apple, commercial processing andstorage technology, cultural quality of population within the cluster and so on; In theunderstanding ability of cluster brand, there are some problems in terms of clusterbrand awareness, means of brand communication, degree of brand promotion and soon; In the marketable ability of cluster brand, there are some problems in terms ofexpanding the market, brand marketing, brand image and so on. At the same time,puts forwards that constructing cluster brand is the needs of the development ofShaanxin apple industry cluster and the fruit enterprises, and improving the benefit ofthe cluster brand.Again, through the status and experience of the construction of the typicalagricultural cluster brand at home and abroad, gets a revelation about constructingcluster brand of Shaanxi apple: when the agricultural cluster brand is treated as asystems engineering to build, the government is the leading strength, the constructionof overall marketing is the key and improve the perfect management system is thecore.Finally, combines with the domestic and foreign experiences and enlightenment.From on macroscopic, puts forward a building mode which is developing nature ispriority, driving leading organization and integrating regional culture is auxiliary,establishes a cooperative main body mode which is guidance of the government,dominant of the leading enterprises, auxiliary of the industry associations andcooperation of the grassroots farmers, and establishes strategic planning for the clusterbrand of Shaanxi apple. In the microscopic, formulates the import strategy,communication strategy and maintenance strategy of the cluster brand of Shaanxiapple.