| At the end of the last century,the concept of geographical indications arose in the world,spurring the development of the global agricultural economy into a new field.On the basis of their national conditions,many countries have formulate relevant laws and regulations to integrate the advantages of resources,protect geographical indications of agricultural products,and strengthen the brand building efforts,in order to achieve the rapid development of agricultural economy and improve people's life.Xinyang Maojian has been one of the top ten in China since 2003,and the geographic marks in the National Administration for Industry and commerce registration,the brand development has made great achievements: on the one hand,to promote the Xinyang agricultural economic growth and increase farmers' income;on the other hand,to promote the development of agricultural industry in Xinyang the upgrade of the regional industrial scale,centralized level.However,as the trade between different countries and regions become more and more frequent,the agricultural product market competition is becoming increasingly fierce.As long as Xinyang Maojian wants to survive and develop in the complex environment,strengthening brand building is the only way.Based on the general situation of the Xinyang Maojian brand building on the analysis,through literature review and expert interview,the dissertation is intended to make a deep study of the origin of brand building factors,the main factors,consumer factors and product factors which influence Xinyang Maojian brand building,and through the expert scoring method and principal component analysis,empirical analysis by analysis,the author puts forth that Xinyang Maojian brand building still stays overall in the middle level.By exploring the origin of construction of the main factors,the dissertation suggests that we should strengthen the construction,and put forward many opinions and suggestions through different perspectives. |
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