Analysis on the Regional Brand Operation Mode for Carya Cathayensis – A Case Study of Lin’an in Zhejiang

Xiaoling Tu and Yueli Zhang

Asian Agricultural Research, 2013, vol. 05, issue 11, 6

Abstract: Lin’an City has a long history of growing, processing and selling Carya Cathayensis, a traditional special local product for which the city is well known. In recent years, Lin’an Carya Cathayensis gives full play to the industry cluster advantages and gains the reputation of “regional name brand of Zhejiang”. However, it faces the predicament of regional brand operation, so industry transformation and upgrading as well as intensive farming for this brand are inevitable and necessary. This paper analyzes the current regional brand operation mode of Carya Cathayensis in Lin’an to find out that the growth of this brand is constrained by messy business entities, weak brand protection effect, significant lemon market effect, insufficient industry association efforts and wanting brand culture construction, thus it puts forward the conception of a business alliance based regional brand operation mode for the Carya Cathayensis in Lin’an. The results of this study shall provide theoretical guidance and empirical basis for the marketing practice of the regional brand of Carya Cathayensis in Lin’an.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/161939/files/9.PDF (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:asagre:161939

DOI: 10.22004/ag.econ.161939

Access Statistics for this article

More articles in Asian Agricultural Research from USA-China Science and Culture Media Corporation
Bibliographic data for series maintained by AgEcon Search ().