Research on Regional Brand Formation in China : The Case of 'Satian Youzi' in Rongxian, Guangxi Zhuang Autonomous Region

In recent years, regional brands have been attracting attention as ameans of promoting Agriculture, forestry and fisheries and revitalizing theregion. By increasing the added value of local agricultural products, it ispossible to increase demand and raise the income of producers, and thebrands of agricultural products and processed products are recognizedoutside the region, enabling the influx of tourists.In this paper, in order to clarify the development and problems ofregional brands in China, we conducted a hearing survey of managers,managers and local farmers of the “Satian Youzi” (a type of pomelo) brandin Rongxian, Guangxi. Based on the survey results, we will consider futureissues for regional brands in China.