The Study On The Creation Of Dairy Products Brand Value Based On The Market Positioning

In Europe and some developed countries dairy product industry is an industry with a longhistory. Instead of a long history, the dairy product industry of China is still an early stage. It isworth mentioning that it has become the most development potential of the food industry, fromweaknesses to growth, with the beneficial macro environment and the enterprises’ ownunremitting efforts. The dairy product industry was listed in the catalogue which the currentnational focus on encouraging the development of the industry, products and technologies in2011. Nowadays the market economy has dominated by brand construction and management.More and more companies found huge strategic space and benefits of the brand and brand valueis known to all. Monmilk, for example, is not a well-known figure in the dairy product industryat the beginning. With the brand influence, it becomes the industry leader and successfully getsrid of the influence of the “melamine” incident.The study on domestic and overseas show that as a kind of intangible assets of enterprises,Brand is aimed to bring profits for enterprises and realizes brand value. So “how to create value”it is a question. The article indicates the method and way to improve brand value with the studyon the present situation of the dairy industry, the influence factors of dairy products brand valueand the creation of dairy products brand value based on the market positioning. Finally it isconcluded that the process of creating dairy brand value.