大寨村位于山西省昔阳县城的东南部。上个世纪六十年代,毛泽东

提出了 “农业学大寨”的口号,于是,大寨在一夜之内成为了中国农业

战线上的一颗“政治明星”。老一辈无产阶级革命家、国内各行各业的人

士、海外地区134个国家和地区,共有多达2. 5万多人次到大寨学习访

问。大寨成为了中国农业战线上的一面红旗。

改革开放以来,迨应时代的变化,大寨也在寻找迨合自己发展的道

路。郭风莲重返大寨担任党支部书记以后,她带领大寨人从计划经济中

走了出来。.大寨的经济从“以粮为纲”转向了农、林、牧、游业结合发

展。她特别重视塑造大寨品牌,发展工商业,均收到了显著的效果。大

寨人充分利用历史时代赋予的机会,打造自己的品牌,走品牌路线,以

品牌促进经济的跨越发展,已经取得了良好的效果。

但是,大寨品牌发展的过程中,既积累了一些有价值的资源,也存

在着一些不符合市场发展的元素。在大寨品牌中,最有价值的资源不是

人们看到的有形的虎头山,而是深藏在其背后的大寨人及深植于当地人

心目中的一种“以勤劳为美,以成就为荣”的朴素观念和在此指引下的

“自力更生、艰苦奋牛、与时倶进,开拓创新”的创业史。这样有意义

的精神财富,不仅适用于过去那个轰轰烈烈的历史年代,而且也适用于

我们今天的改革开放,和未来长期的社会主义初级阶段以及中国梦的实

现。

本论文以品牌资产的相关理论为指导,从分析大寨现状入手,运用

了 SWOT分析法和PEST分析法,分析了大寨品牌发展的现状,研究了大

寨品牌的发展战略,并在此基础上,制定了具体的策略。此研究对大寨

品牌以及大寨村的长远发展具有一定的指导意义。

关键词:品牌资产;大寨;虎头山:品牌定位

RE ARCH ON THE DEVELOPMENT

OF BRAND DAZHAI

Abstract: The village of Dazhai is famous not only in China inl960's, but

also all over the world. It is located in southeast in Shanxi Xiyang county.

In 1964, Mao Zedong put forward the slogan of “ Learn DAZHAI in

Agriculture , so Dazhai become a red flag in China's agriculture. Proletarian

revolutionaries, many domestic leaders, and leaders from more than 134

oversea countries and regions, a total of 25,000 people come to Dazhai to

study . Dazhai has become a political star in Chinese agriculture. Since the

reforming and opening up, especially Guo Fenglian return Dazhai, she led

people of Dazhai changed themselves from planned economy to market

economy. From the food for the program, she change the main source of

economy to agriculture, forestry, animal husbandry and tourism

industry .Especially she created Dazhai brand and received a significant

effect.People in Dazhai take the advantage of the opportunities of the

historical era, they created their own brand and promote economic greatly

However, there are both valuable resource and discordant element in brand

Dazhai . The most valuable resource is not Hutoushan that everyone can see,

but the spirit of hard-working and take achievement as honor deep in the

mind of Dazhai people and local people. Such meaningful spiritual wealth is

suit for not only the special history , but also the area of our reform and

opening up, and same applies to our long-term future of the primary stage of

socialism and the Chinese dream.

In the thesis, as the theory of brand equity a guide, we start from the

analysis of the status of brand Dazhai, using SWOT to study the Dazhai

III

brand and make development strategy, and base on it, developed its specific

implementation methods. This study has certain uses for the long-term

development of brand Dazhai.

Keywords:Dazhai;SWOT; Hutoushan; Brand Positioning