Pecan Lin’an, Zhejiang Regional Brand Evaluation And Analysis

Lin’an pecan has a long history as a typical Hangzhou famous specialty, industrial solid foundation, but in recent years as more and more of the surrounding area to join the pecan industry, competitive pressures pecan industry is also growing, as the mountain Lin’an EARLY origin walnut established geographic advantage gradually weakened. Under such circumstances, Lin’an City chose to go regional brand development strategy, hopes to develop regional public pecan industry brand brand agriculture in a prominent position, and ultimately can be done in order to point the way to drive the transformation of agricultural development areas. But overall, the regional brand Lin’an region at an early stage of development, competitive advantage is not obvious. So the question Lin’an pecan Regional Brand Development for granted become the core issues and hot academic research Lin’an pecan industry.From the management perspective, brand evaluation is an important part of brand management, is crucial for the development of the brand. In this paper, Lin’an pecan regional brand for the evaluation of the study, according to "ask questions-the theoretical basis of research and analysis-Construction of Evaluation System-A Case Study-Summary and Suggestions" to discuss ideas for the trunk.There are five chapters in this article, the first two chapters are mainly problems related to basic research and theoretical literature presented. Basic Research on Evaluation Theory brand, the time of this study found that the current international generic brand evaluation systems are too focused on financial indicators estimates, they are mainly for corporate brand and product brands in the field, regional brand has a certain public property, and general pure commercial, corporate brand is different, but for which some selected indicators, with reference. In terms of evaluation and analysis for regional brands, are less involved in domestic and international research, even if most are involved in some areas or confined to a certain individual industries, there is no unified standard system and the system, in the analysis of other industries when not with versatility. Therefore, this study targeted basic conditions and related factors Lin’an pecan regional brand development, as well as in the collection of the relevant literature on the basis of relevant professional advice on the formation of the basic ideas and summary, the use of regional brands and brand concepts appraisal theory to build a regional brand Lin’an pecan evaluation system.The third chapter is mainly to build a regional brand Lin’an pecan evaluation system, and select the appropriate evaluation method of AHP and fuzzy comprehensive evaluation. The index system is divided into four levels, the target layer, criterion layer, feature layer and index layer, each level is a level of detail for the classification. Target layer refers to the evaluation of regional brands Lin’an pecan industry, which is the ultimate goal of the index system; criterion layer is the layer of the target layer, a total of four indicators of factors, respectively refers regional brand positioning, brand communication area, regional brands management and regional brand chain system; element layer is a layer of guidelines layer indicators for each layer corresponds to a factor of two criterion level indicators, a total of eight indicators, namely the concept of regional brand awareness, brand image design area regional brand awareness, regional brands market performance, regional brand self-optimizing capabilities, the ability to maintain regional brands, the contribution of regional brand construction industry value chain, governments and relevant professional bodies; index layer corresponds to each indicator feature layer to start, a total of 27 indicators, where no specific start.The fourth chapter apply Lin’an pecan regional brand evaluation system empirical research to establish the index weight, the key factors of regional brands Lin’an pecan comprehensive evaluation of fuzzy comprehensive evaluation analysis by the analytic hierarchy process. The results from the evaluation shows that: Zhejiang Lin’an pecan regional brand in a more junior level of development, which in the area of brand communication and management aspects done in place, the poor level of development in the area of brand positioning and building industry chain system. Currently Lin’an regional brand to develop, mainly due to their geographical advantages and the government and various enterprises invested heavily in communication and management, but want to make Lin’an regional brands to further develop and grow, it must be regional brand-building industry chain system and regional brand brand positioning has improved, which requires the government to strengthen the relevant professional bodies and industry associations and other relevant regional organizations to promote and maintain the brand, improve the technological innovation capability and other aspects.According to the importance of evaluation and scoring results, the paper in the fifth chapter gives specific suggestions:for the existence of Lin’an pecan regional and regional brand management brand communication problems, we propose to develop a scientific and reasonable marketing strategy and management model consolidate and enhance the brand image of the region; specific problems Lin’an pecan regional brand positioning, this paper should dig Lin’an pecan regional brand intrinsic value, accurate positioning, strengthening regional brand and cultural development; regional brand for Lin’an pecan industry presence of chain system construction problems, this paper proposes the government should strengthen the guidance and support, mobilize the relevant professional bodies and industry associations forces together to create the perfect pecan Lin’an regional brand chain system.