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.