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A Study on the Construction of Liancheng Dried Sweet Potato Geographical Indication Regional Brands

Author: LiaoYunYun
Tutor: LiuWeiPing; XieXiangYing
School: Fujian Agriculture and Forestry University
Course: Agricultural science and technology organization and services
Keywords: dried sweet potato geographical indications regional brand
CLC: F324
Type: Master's thesis
Year: 2013
Downloads: 41
Quote: 0
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Abstract


Liancheng County is presented the nickname “The Town of China’s Dried Sweet Potato” because of theunique quality of dried sweet potatoes. After three hundred years of growth, it is famous for the world for itsdistinct growing conditions and the traditional processing techniques. Especially over the past two decades, ithas seen the increasing yields and quality of dried sweet potatoes, and its price has threfore gone up. Thanks tothe advantage it enjoy in the market, Liancheng dried sweet potatoes sale good at home and abroad.But in this more than five years when Liancheng dried sweet potato was given the title of nationalgeographical indication and the congregate brand of it was certified, it’s industry has not developedcoincidentally.it’s brand building without the aid of geographical indications of Dongfeng strive forfurther improvement. The geographical indication brand building, to achieve value-added productsmeet the eye everywhere, raise the competitiveness of products, to promote industrialdevelopment and regional economic growth cases. Therefore, how to use the geographical mark todevelopment the regional brand of Liancheng dried sweet potato, is an important topic to researchindustry of the development of Liancheng dried sweet potato.This paper uses the field investigation, firstly introduces the current development ofLiancheng dried sweet potato: sweet potato planting base, processing factory, the scale of thestandardization of production process, product development, marketing, brand awareness has.Secondly, the analysis and summary on the Citylink stem geographical indications regional brandexploit problems, and discusses the take over it’s industry exploit opportunities and challenges,that hinder the development of reasons: one is it’s processing enterprises, the leading enterprises,driven by the industry is not strong; two because of simple device, skill and craftwork enterprisesis backward, product quality of different grades, some good and some bad result of dried sweetpotato; three is due to the local government and the enterprise brand awareness is weak; the four isdue to goods package is simple, do not have local characteristics, part of the product labeling isnot criterion. Once again discussed the significance of enhancing the construction of geographicalindications, the brand of it’s industry development include: to obtain greater economic benefits;help to improve the products in the market competitiveness;Accelerate the industrializationprocess of Liancheng dried sweet potatoes, is conducive to the development of Liancheng Countyeconomy. Finally, by using the theory of brand protection and brand building theory, proposedLiancheng sweet potato stem geographical indications regional brand construction strategy. One isthrough the reasonable positioning, highlight the advantages to improve product packaging,explore the brand culture, enhance the advertising, to build a government stakeholders leadingability, enhance the publicity, to participate in agricultural products trade fairs and other measuresfor the construction of Liancheng dried sweet potato geographical indications regional brand; two is throughthe set up of special protection mechanism, to enhance awareness of protection, the establishment of qualityexpress system, the good product quality, standardize the geographic logo use and other measures to defend theLiancheng dried sweet potato geographical indications regional brand.Three is to strengthen the base construction, the sweet potato growers occupation training, from the source of good quality; the carry out ofcompany quality duty, enhance the capacity building to test products, the product before delivery; play the rolesof it’s association of professional production and controller group; support leading enterprises and cooperatives,accelerate industrial urbanization; adjust and optimize industrial structure, improve industrial technology;strengthen the preferential policies and risk prevention mechanism construction and other measures to promoteit’s industry development.This study hopes to elevate the current Liancheng dried sweet potato geographical indications regionalbrand constructing, to elevate the red sweet potato stem to enhance regional brand, raise product added value,raise the competitive power, keep the dried sweet potato industry sustained and healthy growth, enhance thegrowth of country economy Liancheng provide countermeasures and suggestions.

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