Developing a Local Brand Strategy from a Consumer Perspective : The Case of Shatian Youzi in Rong County, Guangxi Zhuang Autonomous Region

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  • 消費者の視点から見た地域ブランド戦略の展開 : 広西チワン族自治区「容県沙田柚子」の事例
  • ショウヒシャ ノ シテン カラ ミタ チイキ ブランド センリャク ノ テンカイ : カンシー チワンゾク ジチク 「 ヨウケンサデン ユズ 」 ノ ジレイ

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Abstract

In recent years, local brand formation has been attracting attention in China as an important means of promoting local agriculture, forestry, and fisheries industries and local specialties, as well as regional revitalization. Unlike marketing that focuses on services and sales, regional brands are characterized by the fact that the basis of value is the connection with the region, including the nature, history, social, climate, and cultural symbolic elements unique to the region. New brand and marketing development is then required. In this paper, after analyzing the background of regional brands, we first investigated consumer trends regarding regional brands. It also examines the formation and development process of the regional brand of Shatian Youzi in Rong County. Finally, we summarize the efforts that have been made to build a regional brand for Rong Countyʼs Shatian Youzi and present the challenges that need to be addressed.

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