The Study Of Brand Marketing Of Hunan Agricultural Products

Along with the promotion of economic globalization&market integration, the Chinese agricultural enterprises are facing more intense competition in the market. The competitions among modern enterprises, it's not only the competitions in the capital, knowledge, technology, human capital, but also the power of brand, what has been becoming more and more important on today. At the same time, in the conditions of modern market economy, the consumers usually would choose a product or service from the others according to the brands. And, to some extent, the modern market has become a "brand market". It means the marketing activities to any goods should commence around the brand, accordingly, marketing has been developed to the brand marketing, and the marketing of agricultural products has also been in the era of brand marketing. Therefore, an enterprise adopt brand marketing to build a good brand image is the mission, what has been given to the modern enterprise by the new economic era. At present, brand marketing of agricultural products in Hunan has got the preliminary development, and obtained some achievements too, but, there are still some problems with it.On the theoretical basis of Brand value, Brand positioning, Brand communication, Brand extension theory, this thesis used PSET analysis, case analysis and questionnaire analysis to analyze the brand marketing environment of Hunan agricultural products, from the four aspects of the political environment, economic environment, social environment and technical environment. By means of analyzing the status quo of brand marketing of Hunan agricultural products, this thesis pointed out the problems in the brand marketing of Hunan agricultural products, such as, lack of brand awareness, fuzzy brand positioning, inadequate brand publicity and out-dated brand marketing model. And also identify the reasons hindering the development of brand marketing of Hunan agricultural. Based on it, this thesis tabled some marketing strategies and implementation recommendations of Hunan agricultural products. About marketing strategies, such as, establish brand awareness, lay the foundation for brand marketing; identify the brand proposition, give a clear brand positioning; integrate marketing communication, pay attention to the brand marketing in network, innovate distribution channels, expand agricultural products brand space. Finally, taken advantage of Shunhua Company as a case study, combined with the questionnaire results, this thesis analyzed the status quo and problems of the brand marketing of Shunhua Company. And this thesis also formulated the marketing strategies to improve the brand marketing problem of Shunhua Company, to promote the Shunhua Company to become a strong brand of agricultural products in Hunan and even China. The marketing strategies and implementation recommendations, proposed in this thesis, would give the positive push to improve the brand competitiveness of Hunan agricultural products and to promote stable and healthy development of Hunan agricultural enterprises. Furthermore, this thesis has a certain reference of the agricultural brand marketing for the other provinces of China, to increase the brand awareness and reputation of Chinese agricultural products, improve the brand image of Chinese agricultural products, and enhance the international competitiveness of Chinese agricultural brand.