The Positioning Strategy Research Of Regional Brand Of Hickory In Lin’an

The construction and development of agricultural regional brands acts as an important role in promotingthe development of the comprehensive and healthy agricultural industrialization. Demand for rapiddevelopment of modern agriculture produces the appearance of the agricultural regional brand, and alsopromotes the emergence and growth of the agricultural regional brand, while the agricultural regional brandsalso counterproductive in agricultural modernization. In recent years, the building and development ofagricultural regional brands gradually gets the stakeholders’ attention. Agricultural regional brands have thepublic nature, it is prone to lose the subject, appear the deviation of brand position and the sheltered effect cannot be fully played and so on. According to the characteristics of Lin’an hickory industry, we can judge thatLin’an hickory is a typical agricultural regional brand. Based on the characteristics of agricultural regionalbrands and the scholars’ past research of regional brands, the paper puts the positioning theory, Means-EndChain Theory, to the positioning strategy analysis of Lin’an hickory regional brand. Firstly, this article analyzesthe development status of Lin’an hickory regional brand, with the premise of the status of Lin’an hickoryregional brand, proposes to complete the positioning strategy study of Lin’an hickory regional brand throughfour angles; these four angles are image, product, value and market. In the actual study, the Soft ladderinginterviews and Hard laddering questionnaire are respectively used to investigate and analysis the variousconsumer information of Lin’an hickory regional brand, finally this article gets some conclusions to committedto the building of positioning strategy of Lin’an hickory regional brand. This study aimed to explore the rangeof options of regional brands’ positioning strategy accurately to promote sustainable development in Lin’anhickory regional brand.