Study On The Brand Management Of Chaoda Modern Agriculture Group

Facing the trend of economic globalization, China faces increasingly severe challenge. China has to establish its own powerful agricultural brands to charge into international competition. As one of 500 top brands in Asia, Chaoda Modern Agriculture Group is a successful model in establishing agricultural brands. Therefore, it is very significant to make a study on the evolution and mechanism of Chaoda brand establishment and exploring its unique and common rules, which will facilitate the agricultural brands establishment in China.A case study was conducted on Chaoda Modern Agriculture Group. The contents of the study include the process, core factors, developmental mechanism and main problems in establishing Chaoda brand. Drawing upon the successful experience both at home and abroad, the study puts forwards the chief strategies and insurance measures to promote the Chaoda brand, offering reference for the agricultural brand establishment in China.Following the development trend of green food in China, Chaoda Modern Agriculture Group persists in the perspective and idea of"Take Green Road & Create Ecological Civilization"and has established a unique green ecological industrial chain with the Chaoda brand which is characterized with"green". Afterwards, Chaoda's stock was listed on Hongkong stock market successfully, taking the lead for China's agriculture in using international capital, which provided necessary fund for development. Till now, it has established more than 40 large-scale production bases in 18 provinces (municipalities, and autonomous region), finishing the national strategic layout of production bases, and forming a modern agricultural industrial cluster properly, exhibiting comprehensive advantage gradually. Chaoda took the opportunity of exchanging agricultural experience across the Taiwan Strait and Beijing Olympic Games to expand the influence of its brand. Chaoda also carries out its social obligation to establish a good brand reputation. In the past ten years, Chaoda's brand value increased greatly with the growth of its strength.Chaoda Group centers around six key factors to develop its brand, including establishing green ecological chain, insisting on management model innovation, stressing human resources management, strengthening scientific innovation, establishing quality control system and green marketing network, which formed its unique brand development mechanism: taking green as its feature, forming unique brand positioning; exerting the advantage of key enterprise to optimize resources allocation and establish operation brand; recruiting talents and persisting in innovation to promote its brand development; focusing on three key processes including scientific and technological innovation, quality management system, and brand marketing network, to reinforce the development of its brand soft power and raise the influence of its brand.The development of Chaoda brand is facing the following constraints: (1) Many Chaoda's employees lack brand awareness; (2) More attentions on the enterprise brand rather on product brand; (3) Be weak on brand promotion and brand value wasn't fully realized; (4) Agricultural standardization indexes and agricultural produce authorization system were not complete. Combining the current situation of Chaoda with the experience of developing agricultural brand both at home and abroad, this paper puts forward five key developmental strategies for further development of the Chaoda brand: (1) enhancing high quality fruit vegetable and fruit brand; (2) establishing food brand; (3) deepening agricultural exchange and brand cooperation across the Taiwan Strait; (4) establishing the brand of fine seeds; (5) establishing international agricultural brand. To ensure the implementation of these strategies, three measures are recommended including (1) adhering to the people orientation principle to form an elite management group; (2) strengthening technological innovation to promote the brand comprehensively; (3) cooperating with farmer cooperatives to innovate cooperation mechanism.This study arrives at the following conclusions: (1) to follow the tendency of"green food"is the precondition for agricultural brand establishment; (2) the leading enterprise is the main force for the establishment of agricultural brand; (3) quality safety is the key factor for the establishment of agricultural brand; (4) scientific innovation is the sustained power for the development of agricultural brand; (5) strength is the basic foundation for agricultural enterprises to establish brands.