Study On Regional Brand Value Of Zhuji Pearl Industry In Zhejiang Province

Zhuji pearl has a long history and firm industry foundation.Years of development and accumulation have formed its unique famous brand,processing technique and industrial culture with a certain regional cluster brand influence.However,more and more surrounding regions are entering into the pearl industry,while the competition pressure of the industry keeps increasing in production,processing and sales,which have weakened the geographical advantage of Zhuji as the origin of pearl.Aiming at the development characteristics of Zhuji and through analysis of the status quo of the pearl industry in Zhuji,this thesis takes the regional brand as the object to study the basic conditions and related influencing factors of the brand development in the pearl area of the city.Based on field investigation and theoretical analysis,the regional brand evaluation index system which fits the pearl industry is establi shed to analyze and grasp the status quo and grope the defects during development of the pearl industry in Zhuji.Through studying various different brand value evaluation modes and their evaluation methods,it has been discovered that enterprise acts as the e valuation object,while ignoring the regional brand or regional public brand with collective mark and certification mark and so on as the brand equity foundation.For t his purpose,we refer to the “Chinese Agricultural Product Regional Public Brand Value Evaluation Model”(CARD model for short),which was developed by Hu Xiaoyun team in 2008,so as to construct Zhuji pearl regional brand evaluation indicator system with pearl brand earning,brand strength multiplier and brand loyalty factor as the key elements.In addition,with 100 brands evaluated continuously in 267 brands participating in Chinese pearl brand evaluation in 2014-2017 as the sample,SPSS22.0 edition is ut ilized for data analysis.The r esearch results show that,the regional brand development of Zhuji pearl has the following problems:(1)brand value increases continuously but with slow amplification;(2)br and earning is entirely prospering,has good development,but obvious difference;(3)brand strength multiplier increases quickly but with significant difference.Based on the research conclusion,combined with the regional brand development status of Zhuji pearl,strategies of promoting the regional brand development of Zhuji pearl have been put forward: One is t o transform the tr aditional farming mode.The two is to completely change the traditional technology concept.The three is to innovate product brand and design concept.Four is to a ctively expand the market and sales channels.The five is to continue to increase government support.Six is to do a good job in Pearl binding.