Study On The Brand Construction Of Exocarpium Citri Grandis

Exocarpium Citri Grandis is the dry outer skin of rutaceae,Citrus grandis‘Tomentosa’ or Citrus grandis(L.)Osbeck that is immature or close to mature.As a genuine medicine of southern China,also a kind of medicine used as food,Exocarpium Citri Grandis was the tribute of the court in the Ming and Qing Dynasty,and now a national protective variety of traditional Chinese Medicine which has significant efficacy in eliminating phlegm and relieving cough,strengthening the stomach and promoting Qi.In recent years,Huazhou strives to develop the Exocarpium Citri Grandis industry.At present,Exocarpium Citri Grandis has become a characteristic pillar industry of Huazhou,whose role in driving the agricultural economic development of Huazhou has been highlighted.While developing the Exocarpium Citri Grandis industry rapidly and expanding the industrial scale,the contradiction of lagging behind in brand construction is increasingly evident,even the problem comes up that the Exocarpium Citri Grandis industry is big but not strong,which leads to the poor market influence and poor benefit of Exocarpium Citri Grandis.From the current development of Exocarpium Citri Grandis industry in China,Exocarpium Citri Grandis is facing the competition of red tangerine reel from other regions.Moreover,due to the complex market,there are great difficulties in expanding market.In the context of prominent contractions in Exocarpium Citri Grandis industry,the Huazhou government and Exocarpium Citri Grandis enterprises need to fully realize that the focus of competition in Exocarpium Citri Grandis industry is the brand.Therefore,it’s necessary to concentrate resources to build the brand of Exocarpium Citri Grandis,improve the popularity and reputation of Exocarpium Citri Grandis so as to provide strong support for a better development of Exocarpium Citri Grandis industry in the future.This paper chooses the brand construction of Exocarpium Citri Grandis as the topic of studying,applies a variety of methods comprehensively on the basis of extensive reference and analysis for existing research literature,carries out the study on the status and countermeasures of Exocarpium Citri Grandis in brand construction based on the thinking of problem posing,problem analysis and problem outcome.First of all,this paper discusses the research background,research significance and other contents,summarizes the relevant research literature and draws the direction of study.Secondly,the paper combs the historical evolution of Exocarpium Citri Grandis from four aspects such as the historical investigation,cultivation and management,processing and development,promotion and sales of Exocarpium Citri Grandis.Thirdly,the paper summarizes the status of Exocarpium Citri Grandis in brand construction,and finds that there are problems of 4 aspects in the process of building the brand of Exocarpium Citri Grandis,that is,difference in quality,lack of the consciousness of public brand maintenance,no prominent cultural connotation of brand and single brand publicity,sums up factors of 3 aspects influencing the brand construction of Exocarpium Citri Grandis,namely,target customers,product positioning and competitors in combination with relevant theories of brand construction.In the end,this paper discusses the countermeasures of building the brand of Exocarpium Citri Grandis,which involve the standardized production,brand maintenance,cultural construction and propaganda channel of Exocarpium Citri Grandis,makes a summary and research prospect at the end of the article.