Regional Brand Development Of Qianjiang Crayfish Research On Influencing Factors

Many sectors have begun to migrate from product competition to product brand competition since the dawn of the brand era.The Qianjiang crayfish farming sector has been successful in improving farmers’ income,due to the powerful Qianjiang regional public brand.As a result,Qianjiang has become China’s most important freshwater lobster production center.However,market competition is becoming increasingly fierce.These kinds of localized public brands,such as Qianjiang crayfish,encounter additional obstacles.Based on industry cluster theory and diamond model theory,this paper examines the current state of Qianjiang’s crayfish brand development and evaluates the influencing aspects of brand development.Brand enhancement and measures could provide suggestions and references for relevant government agencies.First,the factors influencing the development of the regional brand of Qianjiang crayfish were analysed in four aspects: policy situation,industry integration,brand development,and brand network system;second,the important influencing factors identified from the aforementioned analysis were ranked using hierarchical analysis(AHP);finally,the results of the analysis were combined with the current situation of the development of the regional brand of Qianjiang crayfish.First,Qianjiang crayfish brand development by the government,industry,enterprises and farmers in all aspects have a total of 14 different factors.Second,using the above four aspects of each factor as the starting point for the development of the current stage of the important factors that have a greater impact on the focus of research which was discovered that the government management ambiguity;negative brand competition between enterprises;the lack of brand talent power;the lack of cooperation between industry organizations;the lack of regional development momentum;the ambiguous of the government’s management;the negative impact of the brand competition among enterprises;the insufficient strength of branding talent,non-cooperative among industry organisations;the lack of regional momentum;weak consciousness of regional brands among farmers,and the lack of unification of product standards.Last,the countermeasures and basic suggestions are presented.The government might begin by upgrading the institutional system for brand creation and strengthening the construction of public service platforms on an ongoing basis.The government should take the lead in setting standards to improve the Qianjiang brand’s supervisory system and to construct a localized lobster culture fit for Qianjiang crayfish development.To expand the brand’s visible input,businesses might continue to improve product innovation.The sector could improve its ability to coordinate individual businesses through industry associations.From assisting in the growth of leading companies to cultivating advantageous brands,the industry’s ability is being enhanced through inventing and enhancing competitive advantage.Farmers could continue to improve the awareness of crawfish brand and food safety to enhance the cohesion and centripetal force of its brand development trend.Farmers’ side might continue to raise awareness of the crawfish brand and food safety to increase the cohesion and centripetal force of the crawfish brand development trend.