The Research On The Brand Strategies Of Shaanxi Food Enterprises

Under the times of new economy and more fiercely market's competition, brand has become a important tool for enterprises to occupy the market. With the improving of people's living standard, brand is becoming more important. In the day of economy globalization, enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition. Brand strategy is fundamental to win the competition among enterprises. Enterprises only created a lasting advantage of the brand, so as to be invincible. Food industry as a human life industry and the material needs of human beings are closely related. Therefore in the times of the world competing brand, the food industry should also focus on study of the brand strategy.Food industry as a pillar industry of Shaanxi Province, under the driven of the requirements of Shaanxi economic rapid development and the changes of consumer's demand preferences, Shaanxi food enterprises implement the brand strategy and create famous brand that become an inevitable trend. However, because lacking brand consciousness and the inaccurate locating of brand, Shaanxi Food enterprises' brand has had no chance to ranks in the top 100 brands in China. Therefore, facing the current situation and problem of Shaanxi food industry, how to improve the brand competition of Shaanxi food enterprises, and sufficiently elaborate brand effect, has become the problem which must to deal with in the way of brand manage of Shaanxi food industry.The paper takes the brand equity, brand competitiveness, brand extension and fuzzy mathematics as its theory basis. Begin with the angle of Shaanxi food industrial, take Shaanxi food enterprises as object of research, and make a set of brand tactics for those. Firstly, through analysis the status of Shaanxi food industry and the status of food enterprises' brand development, found the brand's issues of Shaanxi food enterprises. Secondly, evaluated the brand competitiveness of Shaanxi food enterprises and found tne greater factors that impact on brand competitive through the analysis model of principal component that. Thirdly, according to the existing problems and influence factors of Shaanxi food enterprises, established a series of brand strategy for Shaanxi food enterprises. Finally, put forward some suggestion which ensures the brand strategy putting into practice.