Study On Personal Packaging Strategy Of Pecan Brand In Lin’an City,Zhe Jiang Province

Characteristic agriculture is an important carrier for the development of rural economy and farmers’ income growth, in recent years it has received national attention. Brand building is an important means of accelerating the development of characteristic agriculture. Improve the market competitiveness of agricultural products. The brand construction is to accelerate the development of characteristic agriculture, nurture and develop the advantage brand of agricultural products with distinctive local characteristics of the cultivation, is inevitable requirement to construct modern agricultural system, change and promote traditional agriculture; is strong measures to improve the market competitiveness of agricultural products and shape the good image of local; is an important way to promote the increase of farmers’ income increase efficiency of agriculture and solid foundation of agriculture based; at the same time is also an important means to enhance the international competitiveness of China’s characteristic agriculture.Hickory is Lin’an’s most important characteristics of agricultural products, is an important source of income of farmers, local agricultural economic development an important characteristic industry. Plays an important role in promoting the development of the brand construction of Pecan industry, but at present Lin’an pecan brand building is still in the initial stage, brand packaging homogenization phenomenon is serious, brand homogeneity competition, brand packaging the lack of personalized, it is difficult to improve the additional value of product.Starting from the significance of brand of personalized packaging pecan, combining the literature review, through market research, case analysis, inductive analysis method, first outlined in various stages of development of walnut brand packaging Lin’an mountain; then analyzes the fierce competition in the domestic and international market environment, the existence of Lin’an City pecan brand packaging status and personalized packaging the problem; development trend of personalized based on packaging, realize way of Lin’an pecan brand personalized packaging are discussed: Based on the idea of advancing with the times, focus on how to use regional culture, aesthetic principle and modern styling innovative ideas, fashion marketing idea and other means to promote the further development of Lin’an City Pecan brand individualization packaging and increase the market competitiveness of products, improve the added value of products, increase the income of farmers.