The Study On Promotion Strategy Of Lin’an Hickory Regional Brand

In recent years, the CPC Central Committee attaches great importance to the development ofmodern agriculture. The seventh session of the Fifth Plenary Session emphasized that “speed up thetransformation of agricultural development, increase agricultural production capacity, ability to resistrisks, ability to market competitiveness.” The development of modern agriculture has become one of themain tasks of the “three rural” work of the new century. The development of agricultural industryclusters, to create a regional brand, to enhance regional brands, bigger and stronger industry cluster, is arapidly expanding regional economy, and is the effective way to promote the development of modernagriculture.The hickory is a famous specialty of Zhejiang, the hickory industry development with remarkableresults in recent years. Lin’an City, the typical development of the hickory industry gathering area. Inthis study, first introduced Lin’an hickory industry development status, and then collect relevantinformation, on the basis of key information interviews, the formation of the basic ideas and summarize.Combination of factors affecting agricultural development evaluation system was constructed toenhance the impact of the Lin’an the hickory regional brand factor evaluation system. The system,combined with the special hickory Lin’an, established to enhance the impact factor of Lin’an the hickoryregional brand evaluation index system. The system contains the product optimization, value chainsystem, government guidance and services, industry associations and professional cooperatives topromote and regional brands to optimize the four systems, a total of22evaluation indicatorscorresponding to each system. Finally, to enhance the brand of the Lin’an Hickory Regional impactfactors for the study, using the analytic hierarchy process and fuzzy comprehensive evaluation methodLin’an hickory regional brand to enhance the impact of factors make the final evaluation.Shows the evaluation results: Lin’an hickory enhancement of regional brands in its infancy, there isa huge promotional space; Among them, product optimization is the foundation and key to enhance theLin’an the hickory regional brand, the government’s guidance is to enhance the Lin’an the hickoryregional brandan important guarantee, regional brand optimization is the direct driving force to enhancethe Lin’an the hickory regional brand. According to the evaluation of the importance and the ratingsresults and gives policy recommendations.