A Study On The Construction Of Liancheng Dried Sweet Potato Regional Brands

Liancheng heart dried sweet potato has a long history,in the process of development,strengthen the construction of regional brand positioning,customer consumer choice,by focusing on the customer's desire to buy,and made remarkable achievements,but also existed in the development of regional brand,regional brand management industry lack of Subject Vacancy,government protection and supervision problems in under this background,the Liancheng red dried sweet potato industry development as example,the construction of regional brand is studied,through this study,to further enrich the theory of regional brand construction and further development of sweet potato,sweet potato industry of Liancheng County,has important practical significance,and provides a good reference for other parts of the country,the implementation of industrialization of sweet potato.Based on the domestic and international literature,the relevant concepts and theoretical basis are summarized,lay the theoretical foundation,secondly in Liancheng sweet potato industry development as an example,using field survey data are analyzed in terms of the current situation of the development and construction of regional brand problem,at the same time the interconnection mechanism of regional brand and industrial development are analyzed,finally,based on the Shandong Surabaya,Sichuan Nanchong potato industry potato industry etc.on the analysis,put forward corresponding policy suggestions.The research methods are literature method,questionnaire method,interview method,case study method,which,in order to improve the scientific investigation and comprehensive analysis method,the questionnaire method and interview method of combining,and consumers,farmers,government agencies in depth interviews,to understand their Liancheng heart dried sweet potato cognition and suggestions for the development of regional brand construction,analysis provide guidance for this research.The main conclusions of this paper are:(1)Liancheng County has a steady development of the whole industry of Hongxin sweet potato,prominent social benefits,obvious brand advantage and wide market prospect.(2)through the questionnaire data,we can find that the propaganda of red heart pear dried in Liancheng is far from enough,and the brand network marketing channel has not been established.In the statistics of the most concerned index of dried sweet potato,consumers mainly focus on three aspects,such as price,quality and taste.At the same time,they prefer the government as the main body to publicize and popularize the dry geographical indication of Hongxin sweet potato.(3)there are problems in brand building of Lianxin sweet potato dry area,such as the lack of regional brand management entities,the absence of regional brand industry management,the lack of leading enterprises,the weak driving force of regional brand,and the imperfect legal protection system of regional brand.(4)industrial development leads to regional brand.The geographical aggregation of Liancheng red dry sweet potato stem related enterprises implies the connotation of regional brand.The embeddedness of industrial development is the foundation for the formation of regional brand.Industrial development accelerates the spread of regional brand,and regional brand promotes industrial development.(5)in order to accelerate the construction of regional brand Liancheng heart dried sweet potato,the need to strengthen the dominant position of enterprises,focusing on the construction of regional brand,regional brand to strengthen industry regulation,promote regional brand enterprises closely related enterprises,improve relevant laws,improve the brand regulation system,give full play to the local government in the construction of regional brand in the guide.