Research On Brand Building Strategy Of Nectarine Industry In Ju County

Nectarine is sweet in mouth,crisp in mouth feel,contains multiple vitamins,is a fruit with high nutritional value,and is deeply loved by consumers.With the rapid development of market economy in China,the market competition of peach and fruit industry at home and abroad is becoming more and more fierce.In the future,the competition of peach and fruit is no longer just the competition of quality,taste and other aspects of peach and fruit itself,but also the competition among brands.Nectarine is one of the characteristic industries in Juxian County,but there is still a big gap between nectarine industry and other regions at home and abroad.Implementing industrial brand strategy is an inevitable choice to improve the added value of peach fruit,enhance market competitiveness and open up domestic and international fruit market.Therefore,how to base on the brand building foundation of Juxian nectarine industry,implement the brand strategy of Juxian nectarine industry,and occupy more market share in the fruit market at home and abroad is an urgent task.On the basis of studying the relevant literature on the development of agricultural products industry,brand marketing,brand positioning,evaluation index system construction and brand construction of agricultural products,this paper uses the research methods of literature analysis,in-depth interviews,analytic hierarchy process,questionnaire survey,empirical analysis and case analysis to study nectarine industrial products in Juxian County.The current situation,existing problems and brand construction scheme of brand construction are studied and analyzed.By drawing on the successful experience of fruit brand construction at home and abroad and combining with the field investigation of Juxian nectarine industry,the first-level indicators of brand foundation,brand market power and brand communication power are constructed,including product quality,regional support,market positioning ability,brand marketing ability and brand knowledge.Fame,brand reputation,brand loyalty and other nine factors are the secondary indicators of Nectarine brand evaluation index system.This paper calculates the brand competitiveness of Nectarine in Juxian by using analytic hierarchy process and fuzzy comprehensive evaluation method,and draws the following conclusions:first,in the evaluation index system of nectarine brand,the most influential factors are product quality,brand popularity and market positioning ability;second,the brand competitiveness score of Nectarine industry in Juxian is 88.4,which has room for improvement.Thirdly,consumers agree with Juxian nectarine's quality and taste,but the brand's popularity is still insufficient.Nectarine's market positioning,packaging and marking,marketing model and other aspects need to be improved and improved.Finally,the paper puts forward the brand construction scheme of Nectarine industry in Juxian:firstly,to improve nectarine quality,establish a unified brand identity,implement the certification of geographical indications products,strengthen the support and supervision of the government and associations;secondly,to implement differentiated market positioning and innovate marketing methods;thirdly,to rely on characteristics to enhance visibility and dig deep into the regional cultural connotation of the brand.