The Branding And Its Effects Of The Sheep And Goats Meat In China

As a high protein, low fat food, sheep and goats meat has occupied a very important position in the meat market in China. Although the quantity of sheep and goats meat products is large in China, their quality is relatively low. Thus, domestic sheep and goats meat products are less competitive in the global market. Besides, the homogeneity of sheep and goats meat products offered in Chinese market can’t meet the increasing demand for diverse and high quality sheep and goats meat product. Comparatively, branded sheep and goats meat products takes a dominant position in the market. Branding helps enhancing the product quality and market competitiveness, and satisfies the consumers in the end. Therefore, study on the branding of sheep and goats meat products and its branding effects is very important.Based on the construction of the theoretical foundation and research framework, this thesis studied the following contents:the present situation of the branding and the factors that affect it, strategy model of branding in different enterprises based on the theory of brand strategy management, stakeholders’ behavior and operation mode of geographical identification of sheep and goats meat products based on stakeholder theory, consumer behavior on branded sheep and goats meat products indoor and outdoor based on consumer behavior theory, and analysis of the recognition effect, value-added effect, technological progress effect, quality and safety effect, accumulative effect, synergistic effect, the implicated effect and loading effect of the branding of sheep and goats meat products.This research draws five conclusions:First, the branding of sheep and goats meat products is influenced by many factors, including micro issues such as awareness of the value of branding, investments in branding, management model of the enterprise, marketing strategy, administrative organizations, and macro factors such as natural environment, culture, technology, construction of enterprise brand cultivation and management, development of related industries, demand in the market, laws and regulations, trading conditions etc. Second, branding plays a key role in increasing the value of sheep and goats meat products. Strategies of branding in leading enterprises can be categorized into three types, which are backward extension in the value chain, forward extension in the value chain and focusing on key links. Third, the government, enterprises and associations of the industry play the key role in the branding of sheep and goats meat. There are three models of geographical identification of sheep and goats meat, the government-leading model, the enterprise-leading model and the association-leading model. Fourth, indoor consumption of sheep and goats meat products is influenced not only by the income and appetite of consumers, but also by the branding and quality of the products. When it comes to the outdoor consumption, the satisfaction of consumers is highly influenced by sanitation and outlook of the shops. Fifth, the recognition effect of branding is inconspicuous while the value-added effect for leading enterprises and fanners is significant. The technological progress effect of branding at stages of farming, processing and marketing is remarkable. Branded sheep and goats meat is regarded as of high quality in the market. The accumulative effect and synergistic effect of branding depend on industrial cluster of sheep and goats meat products. There are two negative effects such as the implicated effect and loading effect of the branding of sheep and goats meat products.There are three innovation points in this study. First, this is the first research on the branding of sheep and goats meat from two perspectives, which are the brands of enterprises and geographic identification of agricultural products. Second, this study analyzed the branding effects of sheep and goats meat at two levels, the positive effects and the negative effects. Third, econometric method is conducted based on the analysis of indoor and outdoor sheep and goats meat consumption.