Brand Construction Of Geographical Indication Products Of The Minqin Mutton

Mutton is one of the main animal products in the northwest and the west of China due to high protein content and low fat content.However,the quality of mutton often varies with the regional environment.Mutton produced in Minqin County is palatable and unique flavor because of specifically environmental conditions,and is widely consumed throughout the Gansu Province,which is one of mainly pillar industries to establish the comprehensive well-off society.Its business model of Minqin mutton does not meet the requirement of current sale pattern of current agricultural products.Registering a regionally agricultural product as geographical indication products is an important way to protect of agricultural products brand and environmental conservation.Although the Minqin mutton is registered as geographical indication product,how to improve the quality of mutton products,increase market competitiveness and meet the diversified consumer is an urgent problem,based on advantage of geographical indication product.Therefore,this study is to analyze the process of Minqin mutton registering as geographical indication product,and current situation and problems of brand constructions by using literatures,field survey,and interview mutton production enterprises.Main results are as following:Firstly,this study analyzed the process of Minqin mutton registering as geographical indication product.The long history of grazing sheep was cultural basis and the vigorous development of Minqin mutton sheep industry was material basis of brand construction of Minqin mutton geographical indication product.In 2013,"Minqin mutton" won the "China sheep town" title;in 2014,"Minqin mutton" was certificated as geographical indication product.Secondly,this study analyzed the current situation of brand construction of Minqin mutton geographical indications product.Minqin mutton industry chain gradually was established and the whole industry chain emerged.Mutton output in the animal husbandry output value ratio increased gradually and mutton enterprises paid gradually attention to brand awareness.Mutton quality of products gradually improved in last years and the sales channels gradually were expanded.Mutton had evolved into the industrial agglomeration,increase in farmer income,one of the core pillar industry in driving regional economic development.Thirdly,this study investigated the problems to improvement of Minqin mutton geographical indication product.The brand awareness is still weak,especially for farmers.Standardized mode was not applied to management of sheep factory.Production standards was not strictly implemented and executed in the process of process mutton.Consumers were not identified from market views.Overall,geographical indications in Minqin mutton was still in the initial stage.Fourthly,this study also put forward advices to improvement of brand construction of the geographical indication product--of Minqin mutton.It was effort to strengthen the guidance of government and to improve the brand awareness of mutton producers and consumers.It was necessary to improve the standardization management of the brand and carried out the implementation and supervision of production standards.It was impetuses to highlight the quality and characteristics of Minqin mutton.This study also presented that the target customer groups were needed to accurate position and increase the media for brand diffusion.