A Study On Brands Establishment Of Enterprises Of Chinese Agriculture And Poultry

Along with china's reforms and opening-up's starting and the primary establishment of social market economy, traditional agriculture and animal husbandry in China has been growing into modern agriculture step by step. With the rapid growth of Agricultural and Animal Husbandry Enterprises, farm produce market has become seller's market from buyer's one. Domestic Sales modes of farm produce is excluding the ones without brand, at the same time, some foreign in enterprises in this field is coming into our country and actively participating in competition, therefore brand strategy has become an unavoidable issue.More and more Agricultural and Animal Husbandry Enterprises start to put brand strategy into practice, but comparing with industry enterprises few of them has succeeded. Correspondingly there is less theoretical research and even less systemic one. As a key factor, how to implement brand-foundation strategy has become the leading problem. For the benefit of agricultural and Animal Husbandry Enterprises in china, this thesis tries to present some theoretical modes of how they implement brand-foundation strategy,This thesis refers to a great deal of relative literature, collects some information that is brand-foundation concerned from Agricultural and Animal Husbandry Enterprises in China and also investigates some specific ones, on the base of which it proposes theoretical mode of brand-foundation that is applicable to our Agricultural and Animal Husbandry Enterprises. Brand-foundation in this theoretical mode includes brand orientation, brand naming, trademark registration and brand image, and includes putting these four parts into effect step by step. According to this mode, the thesis for the second time analyzes these enterprises' practice of how to found their own brand and sums up successful experience and existing problems; moreover, it demonstrates how to put theoretical mode of brand-foundation into practice by the two cases analysis one of which is Nei'menggu Mengniu Milk Co., Ltd and another is Beijing Dafa Chia Tai Co., Ltd. At last part, it ends up with counter-plan of how to found brand for our Agricultural and Animal Husbandry Enterprises after some analysis of their advantages and limits concerning with their management features, and also with tentative plan for further study.