Study On Brand Competitiveness Under Customer Value Angle Of Fertilizer Enterprise

Along with the unexpected and constantly changing international competitiveenvironment, the continuous influx of multinational fertilizer giants, as well as theaggravation of the low-level repetitive construction by domestic enterprises, thecompetition of the Chinese fertilizer suppliers is gradually becoming more fierce andintense. The traditional competition pattern of Chinese fertilizer market whichfocused on the product competition and price competition has been transformed intothe new pattern represented and characterized by the brand competition. Moreover,the brand is also becoming one of the most important elements formed the consumerchoice of fertilizer products. What’s more important, as one of the major growthengine, the brand has increasingly taken up a large part in the performance ofdomestic enterprise competition. Thereby, the competitiveness of brand decides thesurvival and the future development of Chinese fertilizer suppliers. Nevertheless,most of the traditional researches concerned with the brand competitiveness areanalyzed from the perspectives of enterprise and competitors. However, in recent days,the consumers have played the dominant roles and the determinant influence in thefertilizer market; therefore, it is both essential and necessary to explore the brandcompetitiveness from the perspective of consumers.This project is constructed to analyze the brand competitiveness of fertilizersuppliers from the perspective of consumer value. Moreover, it demonstrates therelationship between consumer value and brand competitiveness on the basis ofanalyzing the theory of consumer value as well as the theory of brand competition.The paper points out that as the driving force of brand competitiveness, it is sufficientto explore the brand competitiveness from the point of view of consumer value. Inorder to sketch the general idea and to explore the possible conclusion, the projectanalyzes the current competition situation of Chinese fertilizer suppliers on the basisof consumer value and constructs the corresponding evaluation index system of brandcompetitiveness. To make it more clear, the model of Analytic Hierarchy Process isestablished and presented to measure the brand competitiveness. At last, the possible strategies for the growth of brand competitiveness are demonstrated and established.Our theoretical study shows that the consumer value is of great significance andimportance to the growth of brand competitiveness for Chinese fertilizer suppliers.During the process of building the corporation brand, the essential role of consumervalue should be highly regarded. To improve the brand competitiveness, the fertilizersuppliers should reinforce the brand consciousness; the enterprise brand should beappropriately positioned, furthermore, the corporation brand design is required to beoptimized. Last but not least, it is essential to enhance the corporate brand quality andconsummate the brand service. In the mean time, the paper is also trying to exploreand present the specific strategies for the enhancement of brand competitiveness forfertilizer suppliers from the perspective of consumer value. Thus, the aim andachievement of this research is to provide both the theoretical and practical guidancefor the brand construction and brand competitiveness improvement of fertilizersuppliers.