Study On The Brand Competitiveness Of Poultry In Hebei Province

Hebei Province is a big poultry production province, which has numerous poultry production enterprises. The output among national teams is on third position. However under the background of market globalization and enterprise internationalization, the province poultry enterprises lack exist brands, brand recognition is not very high, which made competitiveness of enterprises brands are generally weak. In the consumer brand of poultry growing concern today, brand issue has become a bottleneck restricting the development of the province poultry enterprises. In fact, the Hebei poultry brand development only experienced a short 10 years, to compare with other regions at home and abroad, it is still at a lower development level. Therefore, the paper sought to adopt this brand study on Hebei poultry competitiveness to raise the province's poultry production enterprise's awareness to brand and to enhance brand management level. Then it aims to promote Hebei province from big poultry production to big brand province transforming. The paper first reviewed the Hebei poultry industry experienced the following periods, rapid growth, industry consolidation, the course of development of industries around. It makes in-depth analysis for the features on poultry production and consumption;Secondly, it introduced the brand competitive connotations, characteristics and the formation mechanisms and the utilization of fuzzy mathematical principles. So a competitive brand evaluation model has been established. Thirdly, it from the industrial framework, government policies, system of education and culture and brand development strategies union analyzed poultry brand competitiveness external sources, from brand marketing capabilities and brand management capabilities analyzed poultry brand competitiveness internal sources. In terms of information entropy, examine industrys concentration degree of Hebei poultry. Thus, it gives the poultry brand competitiveness evaluation system and evaluation methods by the mathematical models for analyzing brand marketing capabilities, brand management capabilities, brands basic capabilities in Hebei province. Finally, it reached some basic conclusions, that is Hebei poultry enterprises must follow the road of brand development, such as it proposed upgrade Hebei poultry brand competitiveness, namely, government and the media to correctly guide poultry consumption concepts, to increase their brand poultry products propagandizes. To support brand development, it need to establish and promote insurance mechanisms and to strength poultry industry chain, to establish and improve poultry production, to process flow back system, to narrow the distance with international brands, to promote the scale operation for the poultry industry and the focus on the development of the region, to pool resources to support advanced enterprise development. By the ways, keeping meat industry standard norms for brand development assurances to develop green products and poultry exports, can lead poultry industry to a higher level.The paper study with uses positive and normative research methods combining with management science, marketing, consumer psychology, and information economics, in quantitative and qualitative researching on the basis of recommendations for the promotion of Hebei poultry brands grow in scale and strength, to enhance the competitiveness of Hebei poultry brand.