新郑红枣区域品牌发展战略分析-analysis of xinzheng jujube regional brand development strategy.docx

development should be built on the existing historical foundation, becuase only a highly unified historical and realistic thinking of brand strategy is the best theory for guiding the current brand strategy in practice.Thirdly, from a high philosophical standpoint, the paper undertakes a deep analysis of development environment of Xinzheng jujube regional brand. Marxist philosophy is a scientific world outlook and methodology , thus provides a sharp ideological weapon for the analysis of Xinzheng jujube regional brand development. Guided by Marxist philosophy, the paper analyses the development environments of Xinzheng jujube regional brand in terms of techniques, politics, competition, consumer.Finally, the paper puts forward countermeasures for practical problems. The task of philosophy is not only to know the world, but to change the world. The paper proposes to improve product quality, enhance the development potential, strengthen governmental guidance and the association function, promote brand through various media, enrich the brand based on Regulus culture, enhance the responsibilities and status of enterprises , cultivate a sense of crisis, amplify real-life strategies for the sound management system. All this is to promote the regional brand construction of Xinzheng jujube.Key words: Xinzheng jujube , regional brand , development strategy目录1 绪论………………………………………………………………………………………11.1 研究背景………………………………………………………………………………11.2 研究目的意义 ………………………………………………………………………11.3 研究内容方法…………………………………………………………………………21.4 研究思路与可能的创新 ……………………………………………………………32 文献综述…………………………………………………………………………………42.1 国外研究现状…………………………………………………………………………42.2 国内研究现状…………………………………………………………………………43 相关基础…………………………………………………………………………………63.1 品牌理论………………………………………………………………………………73.2 区域品牌理论…………………………………………………………………………83.3 农产品区域品牌理论…………………………………………………………………93.4 市场营销基本理论 …………………………………………………………………103.5 危机管理理论 ………………………………………………………………………114 新郑红枣区域品牌发展战略内部环境分析 …………………………………………134.1 河南省新郑市红枣及品牌发展概况……………………………………………