A Study of Regional Brand Positioning Strategy for Linhai Orange Based on Soft Laddering

In this paper,Means-End Chain Theory is used for the positioning strategy study on regional brand of Linhai Orange,and based on soft laddering method,33 Linhai Orange consumers are interviewed. By understanding the individual needs of Linhai Orange consumers,this paper establishes the " Att...

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Bibliographic Details
Published inAsian agricultural research Vol. 7; no. 6; pp. 41 - 45
Main Authors Tao, Ying, Zhang, Yueli
Format Journal Article
LanguageEnglish
Published Cranston Wu Chu (USA-China) Science and Culture Media Corporation 01.06.2015
Subjects
Consumers
Consumption
Content analysis
Data analysis
Data collection
Interviews
Orange;positioning;hierarchical;sustained;orange;i
Qualitative research
Research methodology
China
Zhejiang China
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Summary:In this paper,Means-End Chain Theory is used for the positioning strategy study on regional brand of Linhai Orange,and based on soft laddering method,33 Linhai Orange consumers are interviewed. By understanding the individual needs of Linhai Orange consumers,this paper establishes the " Attributes-Consequences-Value" matrix and hierarchical value map. This study aims to explore the regional brand positioning strategy of Linhai Orange,in order to promote the regional brand building and extension of Linhai Orange and enhance the sustained regional brand development of Linhai Orange.
Bibliography:Orange;positioning;hierarchical;sustained;orange;i
In this paper,Means-End Chain Theory is used for the positioning strategy study on regional brand of Linhai Orange,and based on soft laddering method,33 Linhai Orange consumers are interviewed. By understanding the individual needs of Linhai Orange consumers,this paper establishes the " Attributes-Consequences-Value" matrix and hierarchical value map. This study aims to explore the regional brand positioning strategy of Linhai Orange,in order to promote the regional brand building and extension of Linhai Orange and enhance the sustained regional brand development of Linhai Orange.
Ying TAO;Yueli ZHANG;College of Economics and Management,Zhejiang A & F University
ISSN:1943-9903