Brand Marketing of Geographical Indication Products in Xinjiang Tianxiaxiang

Mingxing Li (), Mengjuan Zhang and Oswin Aganda Anaba
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Mingxing Li: School of Management, Jiangsu University
Mengjuan Zhang: School of Management, Jiangsu University
Oswin Aganda Anaba: School of Management, Jiangsu University

A chapter in Casebook of Chinese Business Management, 2022, pp 25-32 from Springer

Abstract: Abstract The practical problems of the so-called “congenital” or “brand strain” effect have had a serious impact on marketing sales as well as the market share of geographical indication (GI) products* in Xinjiang. Combining marketing theory and practice, Tianxiaxiang conducted a series of innovations in brand marketing strategy including enterprise naming, product packaging, brand culture, advertisement, marketing channel, brand communication, the sharing economy, and experiential marketing. Based on these efforts, more customers now believe in “Xinjiang Melon and Fruit, Famous All over the World.” Through the case study and discussion, readers can learn how to formulate innovation into a market strategy from the perspective of GI product and identify the right starting point to promote Tianxiaxiang into a broader market.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-981-16-8074-8_3

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DOI: 10.1007/978-981-16-8074-8_3

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