Research On Brand Building Countermeasure Of Yanjin Black Bone Chicken

Poultry consumption per capita in 2021 is 12.7kg.According to the 2021 China Broiler Industry Research Report,at present,the main poultry consumption in China is chicken(accounting for 63%),followed by duck(accounting for 29%)and goose(accounting for 7%).In the meat consumption structure of China,poultry consumption is on the rise.The chicken industry has gradually developed into one of the important industries in meat production,and high-quality local chickens are gradually taking over the market.Yanjin black-bone chicken is a characteristic high-quality breeding chicken in Yanjin County,Zhaotong City.As one of the "Six famous chickens in Yunnan Province",it is widely loved by consumers.It is also one of the key agricultural industries developed by Yanjin County government.In the work report of Yanjin County government,it has been emphasized for many times that it is necessary to consolidate the achievements of seed preservation,purification and expansion of Yanjin black bone chicken,develop the specialized breeding village of Yanjin black bone chicken,introduce deep processing enterprises,build the brand of Yanjin black bone chicken,expand the market promotion of Yanjin black bone chicken,and strive to promote the development of Yanjin black bone chicken industry and make it an advantageous characteristic industry.The new county Party Committee government takes Yanjin black bone chicken as one of the "3+N" industries to enrich the people in the county to develop,and invests 70 million yuan every year to support the industry development.Strive to 2025 the county will be out of 10 million black chicken,the output value of 1.5 billion yuan or more.In this context,this paper takes Yanjin black-bone chicken brand building as the research object,combined with CBBE brand model theory,USP theory,regional agricultural product brand theory to analyze the brand building of Yanjin black-bone chicken.Based on the primary data obtained from field visits and surveys and questionnaire survey data,Logistic regression analysis was carried out on the brand building of Yanjin black-bone chicken,and relevant factors affecting the brand building of Yanjin black-bone chicken were analyzed.It was concluded that three factors,namely brand promotion,brand supervision and whether to recommend others to buy,were significantly correlated with the brand building of Yanjin black-bone chicken.However,in terms of brand support,brand technology promotion,brand credibility,brand market value,brand design,brand marketing,brand icon impression,product diversification,product re-purchase degree,these factors have no significant effect on the brand building of Yanjin black-bone chicken.According to the status quo of brand building of Yanjin black-bone chicken and the conclusion of Logistic regression model analysis,the countermeasures for brand building of Yanjin black-bone chicken were put forward:(1)increase the government’s support to the brand,(2)actively promote brand standardization,(3)build a good enterprise brand image,(4)improve the brand market value,(5)Build a variety of brand marketing channels,(6)create diversified product forms,(7)improve brand transfer value.