The Study Of Chinese Agricultural Brand Architecture And Its Evaluation

With the development of brand research,the researching in agricultural products brand architecture has attracted foreign scholars' attention.However,domestic scholars have begun to focus on this field since the 90's of the last century,and the importance has reflected.It is not only the driving factor of the development of Chinese market for agricultural products,but also an important trend in the whole market brand development.Although brand architecture and assessment study aren't been thought highly to the level of brand assets assessment research,but many practitioners asked for that in research for agricultural products development.And this study has developed by obeying the research context of most research fields:the difficulties of practice push the development of theory research.To local agricultural brands,the dilemma is "testing-failing-adjusting-improving" in brand architecture during their building brand assets,so they are in urgent need of mature brand architecture assessment model to guide the construction and protection of the brand architecture to avoid losing the chances in brand competition.It seems extremely urgent to construct the brand architecture assessment model,and it also has been a strategy topic which marketing world and brand world are faced.Based on the factors that influence the agricultural brand architecture,this text gives an example of liquid milk to present the three grade index factors and analyze the effect mechanisms with different grade index factors and their weight relationship with each other.To solve this problem,this text made a theoretical analysis and made comment on the brand architecture and the agricultural product brand construction study,and made the key factors and their relationship clear during the evaluation and built up the agricultural brand architecture assessment model.Based on that,this text takes Fuzhou,Xiamen,Longyan,Putians' consumers as research objects,and did the layered and empirical study by using AHP fuzzy comprehensive evaluation method.The contents are following:Firstly,reviewed the results and shorts of brand architecture theory,agricultural brand theory,agriculture brand architecture theory,and the connotation of agricultural products brand architecture theory,influencing factors,measuring methods and evaluation model were carried out by collecting the theoretical literature.Besides that,reviewed the theory research system of the consumer behavior related with agricultural products brand architecture and brand assets research.Then defined the key factors that affected the agricultural product brand construction theoretically,established a preliminary index system,and evaluated the intrinsic relationship among the variables of the objective evaluation.Secondly,based on the theoretical overview,analyzed the factors that influence the agricultural product brand assets and evaluated the evaluation methods to afford the theory basis for putting forward the agriculture product brand architecture assessment model.First,analyzed the influential factors of agricultural brand architecture and the relationship among related factors from the theory of consumer behavior,brand equity,advertising psychology and agricultural products research.Then found out the key factor affecting the formation of the architecture of agricultural products brand.Finally constructed and primarily tested the agricultural brand architecture assessment model.Thirdly,based on the model test with Delphy method,preliminary found out the five key indexes which influence agricultural products brand architecture.The text designed the substantial survey questionnaire and optimized it by combinating literature research with the results of Delphy method,then got the final questionnaire.The text did some research in Fuzhou,Xiamen,Putian and Longyan to deal with the dates by using AHP fuzzy comprehensive evaluation method to certificate the hypothetical model.Finally,taking the model into practice.The change hypothesis with one agricultural product brand——Yili was taken by author,and was tested by tested model.The result shows that Yili haven't gotten improved in the five key indexes after it bought the business department of Wahaha liquid milk.It proved that this kind of change of brand architecture failed.According to the analysis of theory and empirical study,this text got these conclusions:Firstly,the factors affecting the brand architecture of agricultural products are defined as consumer factors,enterprise factors and competition factors,that are three one class indexes.The text subdivided every one class index,and got eight second-class indexes and seventeen third-class indexes.The formation of indexes puts the consumers' importance into consideration when enterprises build up brand architecture under the frame of brand assets;the enterprise should put capacity building in a highlight position,and discuss deeply the human resources,brand culture,marketing ability and management ability of enterprise capacity;this index system still thought about the effect on brand architecture in market competition.Based on Potter's five forces model,and combinated with the developed situation of agricultural market,the system put forward the indexes systems such as the score of adequate competition,the market measurement and the competitive strength of enterprise in competition.So,measuring the agricultural product brand architecture of the three angles is the innovation point of this text.Secondly,put forward the agricultural product brand architecture assessment model and tested it.This text made a analysis of the theory systems of brand architecture,brand assets,brand loyalty,and build up the indexes that influence the fonnation of agricultural product,then put forward the brand architecture assessment model.Then used the Delpy's method,the text collected the evaluation given by brand practice experts,agricultural products research scalars'and agricultural product owners.Finally it combinated this index system with the index system which given by analysis of theory,then got the index set that influenced the agricultural product brand architecture.The dates were selected from Fuzhou,Xiamen,Putian,Longyan.It then was dealt by using AHP fuzzy comprehensive evaluation method to test the agricultural product brand architecture assessment model.The effect of the model is to evaluate the rationality of the existing brands and the operating instructions during adjusting the brand architecture of agricultural product brand assessment.Thirdly,pointed out the five key indexes which influence agricultural product brand architecture.They are 'fit with target group','the strength of enterprise','subjective cognitive innovation','customers' maturity','existed ability of R&D'.The study shows that under the enterprise capacity(one class index),'the strength of enterprise','fit with target group' and'exisited ability of science and technology' are the most important indexes.Under the competition factor(one class index),'costomers,maturity' is the core of influential indexes.The result shows that agricultural product brand enterprises should pay attention to the culture and study of consumer group,and take sufficient and useful ways to analyze the characteristics of different target groups.At the same time,enterprises should also transfer the brand value when educating consumers.and take that as the basis to construct reasonable brand architecture.Under 'the consumer' factor(one class index),'subjective cognitive innovation' is the core index.The result shows that enterprises should focus on the architecture of its capacity,on the other hand they should strengthen consumers' awareness with the R&D capacity by different means of communication,just build up consumers' preference in hard and soft power.If agricultural product brands want to improve the scientific of brand architecture and higher brand assets,it should improve brand capacity from the five indexes and improve the scientific of brand architecture by coordinating with other indexes.In this way,the competitiveness of brand architecture can be built up and the brand assets will be formed.Fourthly,evaluate and compare vaguely the nine brands of liquid milk by using agricultural product brand architecture assessment model.The result shows that in the reasonable degree of Fujian's market of liquid milk,Guangmin,Aoniu,Yili take the top three positions while Mengniu places the fifth.Especially Guangming plays well in the five key indexes,so its comprehensive assessment ranked the top.What should be mentioned is that Aoniu and Changfu,the two Fujian local brands get high scores in brand architecture assessment.It tells that Fujian local brands have deeply research with local consumers' characteristics and needs of consumption,and the show of strength of enterprise and R&D capacity is in place.So the assessment score and regional brand asset value are high.But judging from the overall situation,the difference of absolute value of these nine brands is little,and the comprehensive scores are in the same level value.So there is a large place to improve of the market of liquid milk.The market of liquid milk is a mature market,according to this case Chinese agricultural product brand architecture is still immature.So the evaluation and improvement should be strengthened of companies' brand architecture.Fifthly,the operators of agricultural product brand should influence consumers' awareness in the aspects which are scientific research ability,the strength of enterprise and brand culture and build attitude preference in the three aspects.The consumers' market of Chinese agricultural product develop late,and the consumers' awareness of consumption is still in the stage of being educated.In this stage,consumers have lower loyalty and preference to brand,and their attitude is relative free.So,the operators should lead consumers' awareness and habits of consumption,and build up brand preference under the consumers' deep consciousness.They also should build up a unified brand image according to the three aspects.Whatever model they take,multi-brand strategy or single brand operation,they should always pay attention to the unity of the brand image,and build up brand architecture of core competitiveness,then create a good brand image with special brand culture.