A Study On The Regional Brand Building In Maojian,Xinyang

Xinyang Maojian is the representative of advantageous agricultural products in Henan Province.Green tea industry has increasingly become the main economic source of Xinyang farmers.In recent years,Xinyang government has paid more and more attention to the regional brand construction of agricultural products,taking multiple measures to vigorously promote the process of public brand construction in Maojian area of Xinyang.In 2019,Xinyang Maojian was selected into the catalogue of Chinese agricultural brands published by the Ministry of agriculture and rural areas,which is one of the 16 regional public brands selected in Henan.This selection has realized the stride from Henan local brand to "national brand",greatly improved the popularity and market competitiveness of Xinyang Maojian in China,and effectively demonstrated the fruitful achievements of brand construction in agricultural regions of Henan Province.From the perspective of regional public brand,this study focuses on the construction of Xinyang Maojian regional brand.The introduction introduces the research background,research purpose and significance,research status at home and abroad,methods and technical route;The second part defines the related concepts of regional brand of agricultural products,and leads to the theoretical basis;The third part introduces the current situation,construction foundation,main methods and achievements of Xinyang Maojian industry in detail;The fourth part deeply analyzes the restrictive factors of the current Xinyang Maojian regional brand construction from different angles;The fifth part lists the construction experience of high-quality tea regional brands such as Lu’an Guapian,Anhua black tea and Wuyishan Dahongpao;The sixth part puts forward the countermeasures and suggestions for the brand construction of Xinyang Maojian region.Based on the relevant theoretical research of regional agricultural product brand,this paper takes the construction of Xinyang Maojian regional brand as the main research object,and analyzes it by using literature research method,field research method,comparative research method and other relevant methods.Focusing on the main difficulties of current brand construction,this paper deeply analyzes its restrictive factors.Taking the responsibilities and due practices of different subjects such as producers,consumers and the government in the regional brand construction as a reference,and drawing on the successful experience of other high-quality tea regional brand construction,this paper finally puts forward development suggestions conducive to the regional brand construction of Maojian in Xinyang from the aspects of integration development,cultural value,publicity and innovation.