The Research Of Brand Strategy Of Yibin Sprouts

As a specialty of Yibin City, Yibin sprouts and Fuling pickle, Nanchong spiced cabbage, Neijiang turnip and known as one of the four sichuan pickles. Long-term since, Yibin sprouts with its unique taste, rich nutrition, and after the taste of culture, was deeply loved by sichuan, yunnan provinces such as consumers, have certain popularity in the country.Although sichuan province Yibin sprouts in1982rated as high-quality products, in1985awarded the national quality products, but for a long time, Yibin sprouts due to their lack of power, lack of strategic planning of the construction of the regional brand, the serious lag behind the Fuling pickle. As the Fuling pickle continued across the country branding, accurate market positioning, continuous research and development innovation, Fuling pickle has been far ahead in the industry development in Yibin sprouts, the leading enterprises Fuling pickle company has listed on the shenzhen stock exchange in2010, become public listed companies,2011Fuling pickle the company annual sales of2011tons; And leader in the field of Yibin sprouts-broken rice sprouts on the company’s annual sales is about2500tons. Make people recognize the great gap of Yibin sprouts regional brand construction must be mentioned overall strategic position of its own development, strengthen the construction of modern marketing integration. By enterprises, farmers and the joint efforts of the government, industry association, etc, create new regional brand, lay the foundation for their future development.Therefore, the author in Yibin sprouts as the research object, with its regional brand strategy research, analysis its carry out the importance of regional brand. This paper respectively from the brand, the STP strategy and4Ps combination theory from three aspects, using the modern marketing theory to the sprouts in all aspects of brand marketing issue for research.In the third chapter, through benchmarking analysis, case analysis and other methods, this paper analyzes the Yibin sprouts in the aspect of regional brand construction present situation, in Fuling pickle preserved vegetable industries for benchmarking, points out that the backward of Yibin sprouts regional brand, and through the detailed analysis of its own competitive advantage and disadvantage, and the opportunity of macroeconomic and industry development and the insufficiency, points out the Yibin sprouts ability and developing direction in the future.The author choose for Yibin sprouts the STP strategy and4p combination strategy, as its marketing system to support strategy. STP is "market segment-target market selection, market positioning" strategy, consumer large amounts of data need to collect industry, with the rigorous way for quantitative analysis. Therefore, this article in the fourth chapter using quantitative analysis method, through the questionnaire survey to get consumers to buy in Chengdu Yibin sprouts attitude data, and uses the factor analysis method, which will influence consumers to buy Yibin sprouts attitude is simplified into a few of the many factors not related factors, and the key segment of the market is the conclusion. According to the correlation factor, eight factors can be divided into four segments:In the fifth chapter, the author uses these conclusions for market segmentation, and choose the class2and class4segments as the target market, respectively in these two market segments of the market positioning. The author take "the family" as the main appeal, from product classification, advertising, the aspects of function orientation, to Yibin sprouts differentiation marketing strategy has been established. In addition, through a combination of4p marketing theory, separately from the product, pricing, distribution, promotion strategy four aspects discusses the Yibin sprouts details of modern marketing.Respectively in the sixth chapter, the author expounds the Yibin sprouts to establish regional brand system and need to pay attention to the contents of the quality management system, respectively from the product recognition, recognition, image recognition idea and management four aspects, this paper expounds the Yibin sprouts to establish brand recognition system need to be aware of the content, and elaborate its regional brand of quality management system.In chapter7, this paper puts forward some policy Suggestions, hoping the government will intensify support for the sprouts industries, supporting the Yibin bud vegetables pickles area the advantage of leading brand.As a key support object in the policy of "agriculture, rural areas and farmers", characteristic agricultural products for increasing farmers’ income, promote rural industrialization level, the improvement of rural landscape. For this article is a problem of agriculture, rural areas and farmers, agricultural enterprises and characteristic agricultural paper, accorded with national expectation for the development of modern agriculture, the regional brand development of Yibin pertinent Suggestions are put forward, and the production of Yibin bud food enterprises, this paper also gives the Suggestions for promoting the development of its brand and marketing.