Research On Brand Construction Of Green Good In Beidahuang Group

with the world economic prosperity and development, the scale of material wealth is the rapid expansion at an unprecedented rate, people's lifestyles and living conditions have improved, and accordingly increased.But at the same time, economic growth is filled with the negative effects of people's lives, such as environmental issues and food safety issues and so on, which serious threat to human health.Therefore, exclusion of mental alertness which is from these negative effects will inspire consumers to own the strong demand for the green, and green good is gradually replacing the traditional food, as a new product form recognized by the market.Many companies rushed to build their own green brand, in order to gain the first status of Market share and Improve competitiveness. so brand construction of green good has become an indispensable key issue of the green food enterprises.As China's largest modern agriculture enterprise group, Beidahuang Group has the most production bases of green food in Heilongjiang Province, and has formed beidahuang, JIUSAN and wandashan etc which own a certain visibility and reputation.but it still exist questions of some aspects, so building the brand construction of green good in beidahuang group is important to improve group's competitiveness and Promote the development of green food industry.this thesis mainly studies the brand construction of green good in Beidahuang Group. On the basis of the research of the brand construction of green good at home and abroad, this paper Expounds the basic theory on brand construction of green good.Combined with status quo of Industry developing background and brand construction, it points out brand image remanding to be improved,brand value integration existing failure, level of brand building being Uneven and other issues. According to reasons of the above issues,the paper sums up main obstacle factors on Brand image connotation not being profound,Lack of linkage between the brand,Low level of green food industry and so on, in addition, analyzes the hierarchical structure and causation of obstacle factors based on Interpretative Structural Model(ISM). At last In the most fundamental factors as a breakthrough,through the sorted result the theesis put forward subsequent counter-measures of brand construction of green good in beidahuang group including Deepening the green industrial development,Strengthening the building of brand image content,Full interoperability between brands and other measures.