Research On Regional Brand Construction Of Hexi Wine

As people’s health awareness enhancement, the change of consumption idea, and the support of national macroeconomic policies, the Chinese wine industry ushered in an unprecedented development opportunity, the market demand is developing at an average annual growth rate of 20%.so,Wine market showed the huge potential of development. The famous wine region and leading enterprises of domestic are increasingly aware of the importance of brand, can set up with the market appeal of wine regional brand has become the important way of improving product competitiveness, promoting the farmers’ income and corporate earnings, and driving the development of regional economic as a whole.Hexi corridor has advantageous geographical location advantages and resources endowment advantage of raw material of wine industry development, however, these did not translate into product competitive advantage, the product awareness is not high. Compared with other wines area, Hexi corridor is lack of a strong regional brand to drive the sustainable development of the wine industry. so, the paper regard the regional brand construction of wine as the research object, discuss the actors structure and roles in the process of construction by the actor network theory, use the successful experience of wine regional brand construction at home and abroad for reference to solve the problem, eventually put forward the corresponding countermeasures and suggestions, to provide reference idea and reference for other areas to study the regional brand construction of agricultural product or the development of wine industry. The main conclusions of paper:1.By systematically summarized the development present situation of Hexi wine industry, found the advantages of the development of Hexi wine industry, included geographical location advantages, natural environment advantages, plant base advantages, process capacity advantages, sales network advantages, policy support advantages, as well as the historical and cultural advantages. At the same time also faces some problems hindering the development of the industry, Such as industrial policy support is not enough, support strength of science and technology is weak, development funds is lack seriously, poor market competition environment, etc.2.By the analysis of the construction situation of Hexi wine brands, it is concluded that the brand development of Hexi wine has three stages: the preliminary cognitive stage of brand, the formation stage of brand positioning, the primary competition and construction stage of brand. Identified and found the problems is the region enterprises got the market in the province and competing with each other, lacked of unity consciousness of development, production resources needs to be centralized, and construction of regional brand is the trend of the development of the Hexi wine brands in the future.3.By used the method of actor network theory to confirm the main body of network, analyzed the process of translation, discussed the endogenous and exogenous forces how to join together to promote regional brand construction of Hexi wine, and built the actor network of regional brand construction of Hexi wine, and observed the result of the network operation. Draw the conclusion: The subjects of human and non-human in the process of construction being treated equally, the actors identity changed, government was the most powerful actor, the powerful actors alternative occur at the same time, it is that the industry association to replace the powerful actors status of enterprises, after the government’s powerful actors.4.By introduced and analyzed the successful practice of the regional brand construction of wine at home and abroad, summarized the experience enlightenment is: the government’s guidance and support is essential, the sound quality standard system is crucial, and the industry association coordination management is also important.5.In view of the problems existing in the development of Hexi wine brand, the objection of actor network construction, and wine revelation of the regional brand construction at home and abroad, putted forward the corresponding countermeasures and suggestions: the specific role positioning of stakeholders, to participate in many ways, establish symbiosis and linkage mechanism, create synergistic effect, innovate brand concept and strengthen the regional brand awareness, increase investment in science and technology, establish and improve the quality standard system, excavate history resources, give full play to the advantages of native culture, expand publicity channels and strengthen the regional brand promotion, etc.