Research On The Coupling Development Of Winter Jujube Corporate Brand And Regional Public Brand In Huanghua City

As a ‘business card' symbolizing regional agricultural products,the public brand of agricultural products has attracted more and more attention from consumers in recent years.In recent years,the Central Document No.1 has continued to pay attention to regional public brands,indicating that regional public brands have also received extensive attention from the government.However,as the number of public brands in the registered areas continues to increase,the problems encountered in the construction of regional public brands have become more prominent.‘Re-registration,light use' and ‘tragedy of the commons' have occurred from time to time,‘Kuerle Pear' and Regional public brands such as ‘Qixia Apple' are well-known,and the corporate brands of agricultural products with special characteristics in the region are rarely known.Corporate brands are vital to the long-term development of regional public brands and are an important support for regional public brand building.It is of theoretical value and practical significance to study the coupling development of winter jujube enterprise brand and regional public brand in Huanghua City and explore effective coupling development mode.This paper uses case analysis method,investigation research method and literature analysis method to study the coupling development of winter jujube enterprise brand and regional public brand in Huanghua City.From the theoretical analysis of the relationship between the corporate brand and the regional public brand,the mutual influence,the type of combination and the premise of the coupling of the corporate brand and the regional public brand,the interviews were used to investigate the coupling development of the brand of Huanghua winter jujube and the regional public brand.Status quo,survey results,the current combination of Huanghua Winter jujube corporate brand and regional public brand is ‘Strong corporate brand + strong regional public brand' and ‘weak corporate brand + strong regional public brand';regional public brand provides good brand for corporate brand Construction environment and standardization of corporate brand construction;corporate brand extension and consolidation of the market position of regional public brands;but some corporate brand construction process failed to make rational use of regional public brands,lack of awareness of regional public brands;corporate brands and regional public The existing strength of the brand can not promote the further improvement of the other side.The analysis found that the reason for the influence of the joint development of Huanghua Winter jujube enterprise brand and regional public brand is that the development of ‘Huanghua Winter jujube' regional public brand and winter jujube enterprise brand has entered the bottleneck period;Huanghua Winter jujube enterprise cohesion is not strong;winter jujube enterprises are important to regional public brands.Insufficient sexual understanding and the government failed to correctly guide the rational use and maintenance of regional public brands.Based on the case and related theoretical analysis,the countermeasures for the coupling development of winter jujube enterprises and regional public brands in Huanghua City were put forward: the ‘co-brand' strategy was strongly advocated and implemented;Strengthening the government's participation in joint brand building;giving play to the key role of winter jujube enterprises in joint brand building.The innovation of the thesis is to study the coupling development of corporate brand and regional public brand and propose the establishment of enterprise alliance and joint brand building to promote the coupling development of corporate brand and regional public brand.