Means-End Chain Based Brand Positioning Strategy for Lin’an Carya Cathayensis Sarg

Based on the theory of Means-End Chain, this paper surveyed value cognition structure of 36 member consumers through the laddering interview. According to the survey, it made an in-depth analysis on brand positioning strategy for Lin’an Carya Cathayensis Sarg, and obtained the existing brand operating model. It is hoped to explore effective strategy of brand positioning for agricultural product enterprises in Zhejiang Province, and accordingly lift core competitiveness of agricultural products of Zhejiang Province.