Research On Yantai Cherry Brand Strategy

Since ancient times,agriculture is not only a basic industry for economic development and social progress,but also an important aspect of increasing the income of farmers.On the one hand,from the face of the international well-known brand of agricultural products competition,the development of science and technology to promote agricultural development mode transformation,the further opening of the market but also to promote the agricultural products marketing model transformation,on the other hand,in recent years,with the "Chu orange" and "Pan apple" indicate the selling consumer more and more the pursuit of quality and quality of agricultural products.Consumer awareness is also changing,the most prominent is the brand awareness in slowly,so for the production and operation of a walk the road of brand,to increase the added value of agricultural products,improve the efficiency of agricultural development,agricultural products to increase their core competitiveness is very important.Yantai has a unique geographical environment and natural climate and human factors,by the end of December 31,2016 the city's total of 9 member countries through the registration of geographical indications of agricultural products,including Yantai,Yantai Wine apple and many other well-known brands of agricultural products,but there are still some agricultural products in the brand process in the process of the existing problems,from the perspective of long-term development of these problems is not conducive to the formation of perfect brand of agricultural products and agricultural industry chain.This article on how to improve Yantai cherry brand value,how to improve the degree of brand as the center point,this paper will present the field of Dundian field materials through PEST based on the model of Yantai cherry brand development to make a detailed analysis,and then use the SWOT analysis to show the Yantai cherry brand development advantages and disadvantages,opportunities and threats after the show,the interaction mode in Yantai cherry brand development of government,enterprises,farmers,industry associations and other multi stakeholder,finally,using the theory of 4P strategy analysis for Yantai cherry brand development,to provide the corresponding countermeasures and suggestions.