Perception Difference Empirical Research Of Dairy Brand Positioning

With the development of global economic integration, China’s economy has experienced a qualitative leap forward in these years. Especially in recent years, under the environment of the U.S. subprime mortgage crisis and debt crisis in Europe, Chinese economy maintained a strong momentum of development. But, we must clearly realize that problems are growing under the momentum of rapid development. Being related to the livelihood of people in China, agricultural products brand is a very difficult problem. Agricultural product brands on the market have become increasingly homogeneous, and the competition between different brands is becoming fiercer. If we want to get an invincible position in this complex environment, the first thing is to create a brand positioning.The success of the brand positioning can help enterprise search for market’s openings, find that target consumer demand and adjust the marketing strategy. The success of the brand positioning also guide consumers buying, help the enterprise establish the initiative in the market and help successful product brand marketing, increase market share and realize the profit maximization.In this paper, dairy industry in agricultural major is selected as the main research object and I put forward the hypotheses:Brand positioning factors of the dairy products to consumers make different perception; this difference is based on different orientation strategy. This article reviewed the research of other scholars and experts on brand positioning theory first, and determines the positioning factors which affecting consumers’perception though analysis of the dairy brand positioning. And then conduct a survey; get relevant data from Yi Li, Guang Ming, Wan DaShan and San Yuan. Using the descriptive statistical analysis and factor analysis to test above hypotheses. Then take the concluding analysis from the data of the empirical analysis and development of the Chinese dairy products. Finally, get research revelation from the empirical results, and describe the limitations of the paper.