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Abstract According to the data by Xuyi Bureau of Statistics, Xuyi Crayfish, as a featuring industry, plays a vital role in increasing residents’ income and fueling economic development. Through real survey, this paper tends to find the specific answers to its success from the perspective of Brand Strategy. And, the research can be mainly concluded in two aspects. First, the necessities for Xuyi Crayfish to implement brand strategy. Second, measures taken to implement the strategy. The necessities rests in the following three points: it helps the industry to improve ways to produce and organize; it promotes industrial informatization; and, it adds competence to the products in both domestic and foreign market. Measures to implement the strategy can be concluded as the following: measures taken by the government; measures taken by enterprises; and, measures taken by trade associations. All these measures has made the “red storm” of Xuyi crayfish sweep across the country and even the world. In a word, this paper is meat to set Xuyi crayfish as an example in order to offer suggestions to agricultural products in their brand construction.42985
Key Words: Brand Strategy Necessities Measures Xuyi Crayfish
摘要据盱眙县统计局数据显示，龙虾产业为当地经济带来可观的的增长。作为特色产业，盱眙龙虾不仅为当地居民创造可观的经济收入，也促进了当地农业经济发展。究其原因，盱眙龙虾成功之处主要在于其实施的卓越品牌战略。本文通过对盱眙龙虾产业现状实际调研,归结了盱眙龙虾实施品牌战略的必要性和主要措施。其必要性在于以下几点：有利于增加龙虾养殖从业者的收入、带动当地经济发展;有利于改进龙虾产业生产经营和组织形式,有利于龙虾产业信息化建设;同时也是参与国内外市场竞争的需要。采取品牌措施有：政府品牌战略、企业品牌战略和行业品牌战略。这些措施从不同方面都为其知名度做出了贡献+优尔"文'论[文]网:www.youerw.com，使得盱眙龙虾这一“红色风暴”在短短几年内就从一个小县城席卷到全国乃至世界范围。本文旨在通过以上研究为农产品品牌建设提供建议和参照，以减少其在品牌建设决策过程的失误。
毕业论文关键词：品牌战略 必要性 措施 盱眙龙虾
Contents
Abstract.ii
摘要.iii
Contents.....iv
1 Introduction.....1
1.1 Purposes and Significance of Research..1
1.2 Contents and Methods of Research..2
1.3 Research Framework2
2 Literature Review..4
2.1 Definition of Agricultural Brand4
2.2 Theory on the Construction of Agricultural Brand..4
2.3 Research on Brand Strategy From the Perspective of Regions and Counties....4
3 The Necessities for Xuyi Crayfish to Implement Brand Strategy.6
3.1 Benefits to Regional Economic Development...6
3.2 Significance to the Improve Systems for Production and Management6
3.3 Contributions to an Industrialized, Intensive and Standard Production.7
3.4 Importance in the Acceleration of Information Constriction.....7
3.5 Senses in Becoming International....7
4 Measures to Implement the Brand Strategy of Xuyi Crayfish9
4.1 Measures Taken by the Government9
4.2 Measures Taken by Trade Association.10
4.3 Measures Taken by Enterprises11
5 Conclusion.....13
6 Reference Material....14
7 Appendix.15
Research on the Brand Strategy of Xuyi Crayfish
1 Introduction
1.1 Purposes and Significance of Research
In order to create an international brand with Chinese characteristics under market economy, it is essential to offer theoretical support for the brand construction of agricultural products. This paper is designed to research on the ways to brand and innovate agricultural products. As an successful example, Xuyi crayfish is taken in this paper to explain how brand strategy works in marketing agricultural products.