<h1 class="pgc-h-arrow-right" >, the cultural connotation of the "Taste Fugu" public brand</h1>
<h1 class="pgc-h-arrow-right" >1, the core value of the brand</h1>
According to the relevant theories of brand positioning and the six-dimensional positioning model, combined with the development status and consumer demand of Fugu County, the core value of public brands in the tertiary industry area of Fugu County needs to fully explore the differentiated characteristics in Fugu culture.
The formation and growth of each city is accompanied by the development and inheritance of culture, and the development and inheritance of culture may be affected by a variety of external forces in the historical process, and the development paths of different cities have distinct urban characteristics, so as to focus on the historical evolution and cultural development of Fugu County, we can find a basic advantage main line that can highlight the cultural differences in Fugu:
Cultural integration area
Fugu County is located in the northernmost part of Shaanxi Province, the Confluence of the three provinces and regions of Qin, Jin, mongolia and Mongolia in the Yellow River "Golden Triangle", east and Shanxi Province Baode County, Hequ County across the river, north and Inner Mongolia Autonomous Region Zunger Banner, Yijin Holo Banner Quemo, belongs to the integration of farming culture and nomadic culture, is also the Xianbei culture to the west to the south, and Han culture integration area.
Due to the historical convergence and integration of multi-ethnic cultures and regional characteristics, customs and customs of Fugu County, which are close to the folk customs of northern Shaanxi, and are also influenced by the counties along the river in northwest Jin and the banners of the Yikezhao League in Inner Mongolia, there are differences in the great integration of eastern, western, southern and northern traditional customs, forming the characteristics of Fugu people who are simple, generous, hospitable, and informal.
——The above reflects the closeness and integration of "Fu".
Fugu County has a moderate temperate semi-arid continental monsoon climate with four distinct seasons of cold, warm, dry and warm; long winter and summer; short spring and autumn; simultaneous rain and heat; long sunshine time; strong solar radiation; large changes in annual and daily temperature; large interannual variations in precipitation; and the distribution and production of fragrant precious native products throughout the county. Such as sea red fruit, red dates, mountain apricots, yellow rice, millet, precious miscellaneous beans and so on.
The unique regional culture and characteristic agricultural products have bred the unique food culture of Fugu County, and there are countless famous snacks with yellow rice and sea red fruit as the main ingredients. Since 2017, with the efforts of the Fugu County Party Committee and the county government, 36 famous snacks such as yellow rice oil cake, mille-feuille red fruit crisp, donkey meat bowl holder have been excavated and sorted out, and Chinese famous banquets such as "Splendid Sea Red Feast" and "Fragrant Yellow Rice Feast" have been derived, which has re-shined the Fugu food cultural heritage that has been lost in the long river of history, and has also greatly improved the popularity of Fugu County's specialties - sea red fruit and yellow rice. At present, 36 cases of Chinese famous snacks have been recognized by the China Cuisine Association, and more than 200 kinds of famous snacks have been launched in the food culture activities held.
——The above reflects the nutrition and diversity of "valley".
Based on the above characteristics, the core cultural values of the public brand in the Fugu area are determined:
Qinyuan Deshui, river melt Shuo fang
Fugu is the first county where the Yellow River enters Shaanxi and is the "source of Qin". The Yellow River flows from the Junzijin Lotus Flower in Inner Mongolia to the county border, and reaches longkou in the west, and the river surges and waves, and the thunder roars whales, which is very spectacular. Both sides of the river are cliffs and rocks, and the water flows from the middle, without the danger of flooding, which is called Deya. The "Chronicle of History" records that Qin destroyed the Six Kingdoms, thinking that he had the help of water virtue, because the name of the river was "Deshui".
Located in the north of northern Shaanxi, Fugu belongs to the integration area of farming culture and nomadic culture, and is also the promotion and development of Xianbei culture to the west and south, and the integration area with Han culture. Fugu "one chicken singing three provinces", folk culture, Jin, Shaanxi and Mongolia three provinces are all connected, is a representative area of cultural integration in northern China, where residents live and develop harmoniously; Shuofang refers to the north. Shu Yao Dian:"Shen Zhi he shu, Zhao Shuo Fang, Yue Yu Du." Because Fugu is the northernmost county seat in Shaanxi Province, it contains the unique regional location of Fugu.
<h1 class="pgc-h-arrow-right" >2, brand promise</h1>
Taste Fugu's commitment is the core values of the brand when applied in the implementation of the value.
The brand promise is: ecology, health, quality
Natural health is fundamental, but also gives the brand a high quality guarantee.
Superior performance and reliable quality is the basis of commodity competitiveness, Taste Fugu provides goods that meet industry standards, does not allow the existence of substandard goods, and all raw materials are derived from natural ingredients in northern Shaanxi.
Quality is a pursuit of excellence, need to look at the overall situation, focus on the small, not only to meet the needs of users, but also to do better than competitors, through the construction of three platforms - procurement and supply service platform, sales network joint platform and industry credit system management platform, so that users are more satisfied.
It is hierarchical. In a nutshell, it has three levels: the first level, the experience of pleasant satisfaction, may come from a casual consumption; The second level can make consumers remember and bring multiple repeated consumption; The third level is to penetrate the hearts of the people and let consumers consume for life. When customers think that the quality and value of the goods in Fugu are better, the customer will give priority to the brand and be more at ease.
If the brand is applied in the catering service industry, it is specifically manifested in: hard work and peace of mind, and the flavor of Chinese cuisine is pure.
■ Ecology: 90% of the ingredients and raw materials are derived from local ingredients in northern Shaanxi; authentic folk dishes, full of local taste; the image environment of the store reflects the elements and atmosphere of the folk customs of northern Shaanxi "Fugu culture", constituting the original ecological experience of northern Shaanxi cuisine;
■ Health: de-refined and restored, returning to the true color and flavor of the dish; coarse grains are made in detail, from the raw materials to the cooking to ensure the value of "green" dishes.
■ High quality: the brand originates from the product. Providing consumers with high-quality products is the basis for establishing a brand, emphasizing the high quality standards of each ingredient and service, building a procurement and supply service platform, establishing a professional committee for food supply, providing unified procurement and distribution services for catering enterprises, and ensuring the best quality of ingredients, the best service and the most reasonable price. Through unremitting efforts to reflect the value of the brand in products, management, service, responsibility and cultural construction.
< h1 class="pgc-h-arrow-right" > two, the value positioning and development goals of the "Taste Fugu" public brand</h1>
<h1 class="pgc-h-arrow-right" >1, "Taste Fugu" brand positioning</h1>
In order to cater to the strong differentiation psychology of consumers willing to try different local flavors, and increasingly pursue the consumption trend of health and hygiene, combined with the current situation of Fugu's three industries, make brand commitments to consumers through brand positioning, and also guarantee the service level of the "Taste Fugu" regional public brand.
The words "Qinyuan" and "Herong" were extracted, which contained the cultural characteristics of Fugu, and catered to the psychological needs of consumers, while taking into account the maximization of consumers' cultural identity with the Fugu region outside northern Shaanxi. The brand positioning of the regional public brand of agricultural products in Fugu County was determined to be:
Original ecological northern Shaanxi style brand
<h1 class="pgc-h-arrow-right" >2, brand personality</h1>
Regional public brand personality is a series of personality characteristics connected with it, is part of the positioning, is a natural extension of brand positioning in terms of publicity tone, emotion and concept, "personality" level is the highest level of communication with consumers, "personality" level communication in the consumer group brand impression is also the most profound.
The brand "Taste Fugu" should have obvious personality characteristics of the people of Fugu, and according to the core values of the public brands in the above Fugu region, the personality characteristics of the "Taste Fugu" regional public brand are determined to be:
Warm, genuine and hospitable
< h1 class="pgc-h-arrow-right" >3, brand strategic development goals</h1>
(1) Overall development objectives
Reconstruct the "Taste Fugu" public brand structure system, through unified publicity and identification, the establishment of a management system, the establishment of a brand matrix, the construction of an operating model, the construction of an information platform, unified management and operation, publicity and promotion and marketing, through 2-5 years of efforts, the "Taste of Fugu" into a provincial and national well-known regional public brand. Cultivate leading enterprises with sales revenues of more than 10 million and over 100 million, drive e-commerce entrepreneurship, provide more jobs, give full play to the leading role of public brands, establish a sound market mechanism for entrepreneurial innovation and development, and promote farmers' income, enterprise efficiency and industrial development.
(2) Stage objectives
The first stage: the initial period (2020-2022) to feel the valley and taste freely
Create and operate the public brand "Taste Fugu" in the tertiary industry area of Fugu County, establish the "Taste Fugu" brand management agency, complete the trademark registration, brand structure and product system of the "Taste Fugu" brand, formulate product, service and brand authorization standards, improve the brand management system, complete the construction and certification of the standardized and standardized "Fugu Family Banquet" catering service flagship store, local market development and other basic work; for the local tourism market and the city core communication of unified brand symbols, brand slogans, Strengthen the brand recognition and cultural identity of the local market internally, form a preliminary brand recognition externally, and gradually increase the number of "Fugu Family Banquet" catering service points to improve the service level.
The second stage: the erection period (2022-2024) the house of river melting, the valley of nature
Extend the application scope of the public brand "Taste Fugu", build and operate the public brands of the primary industry of Fugu County, "Taste Fugu" and "Taste Fugu + Tourism", and drive other geographical trademarks and enterprise trademarks in Fugu County to jointly form a "mother and child" trademark system, develop synchronously and grow together. And the formulation of raw materials and agricultural product standards, agricultural products enterprise use authorization standards, brand service standards, improve the brand management system, strengthen the supervision of breeding and breeding at the production end of the main raw materials, establish a product quality and safety traceability system, strictly prevent brand counterfeiting and abuse, increase brand protection; through strategic brand communication and channel construction, strengthen brand communication through a variety of ways, enhance brand awareness in the external market, enhance the reputation of the internal market, Enhance the premium ability of tertiary industry brands to primary industry brands and corporate brands.
The third stage: maturity period (2024-——) Fugu taste, craftsman spirit
The secondary industry of Fugu County will be included in the public brand framework system, and the public brand of fugu county and the whole industry will be formed. Through the skillful integration of catering, culture, agriculture and tourism, we promote the harmonious coexistence of product image, brand image and regional image. Continue to explore the integration model of the three industries; continue to promote the construction of the brand management system and the brand evaluation system; accelerate the innovation of the "Taste Fugu" marketing model, do a good job in the layout of e-commerce, in Beijing, Shanghai, Zhejiang, Shaanxi and other main sales areas, combined with the actual situation of the local consumer market and resource advantages, deeply cultivate online and offline sales channels; through continuous and stable publicity and promotion, enhance popularity, accumulate reputation, maintain loyalty, so that the brand value of "Taste Fugu" continues to increase.
![Frost falls to 丨 the frost in the sky, Shuofang has a good autumn[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)