Research On Brand Diagnosis For Shuanghui Meat Products Based On Food Safety

As the development of market economy and the fierce competition among enterprises, how to settledown and stand out in the competition quagmire is an important problem for enterprises that have to face.More and more enterprises begin to focus on the brand building, take brand as the core of enterprisemanagement and establish the brand management system that strengthen their competitiveness andmaintain long-term development in the fierce market competition. In recent years,many incidents of foodquality and safety have caused a lot of losses to consumers and businesses. And these phenomena alsodamaged the international reputation and international image to a certain extent and affected the healthydevelopment of brands seriously. How the food industries improve the level of brand management and winthe trust and loyalty of consumers has very important practical value and strategic significance. After the"Lean Meat Essence" Event, stocks of Shuanghui group dropped to their limits, market value lost in a bigway, sales channels blocked, products were taken off shelves, the meat brand of Shuanghui Group for20years was questioned, the brand reputation was harmed greatly and the loss was difficult to measure. Soshuanghui group has taken a series of self-help measures to ease the crisis.Shuanghui Group won theunderstanding of most public at present, and the trend of internationalization of Shuanghui Group is moreand more obvious that the company is showing a strong development momentum. But how to rebuild thebrand image and develop in leaps under the background of food safety and "Lean Meat Essence" incidentneeds to be explore. The Shuanghui Group must investigate the own brand, comb the present situation ofbrand management, timely diagnose and Correct the problems existing in the brand construction, makecorresponding adjustments and improvements, to keep the competitive status. This research takes Shuanghui Group brands as the object. After summarizing the related branddiagnosis theory both at home and abroad, the paper applies swot analysis to the environment of ShuanghuiGroup brand construction combining with the internal and external environment’s theory, and alsodiagnoses the brand from two angles. The paper pointed out the main problems which the Shuanghuibrands are facing and supplied some recommendations. On the one hand, this research makes use of theBrand equity model to implement the Consumer-Based brand diagnosis. The paper constructs fivedimensions of brand equity model which is composed of perceived quality and value, Brand Loyalty, brandpopularity, Brand personality, Brand Association and32second dimensions. The data from thequestionnaires were analyzed by SPSS19.0software. Finally, combining various observation items and thestatistical analysis result of the questionnaire, this research Induces the advantages and disadvantages ofshuanghui meat products brand. On the other hand, this research takes advantage of Fish bone model toconduct the Internal diagnosis of Shuanghui Group. The study using the brand diagnosis models diagnosesthe brand management situation from quality, service, management, culture, image and marketing——sixelements, aiming at understanding the operation situation of brand management organization, brandmarketing operation, brand target management, brand image management,business activities and otheraspects. The paper gives the recommendations of the brand of Shuanghui Group as shown: establish thebrand recognition system; improve the brand marketing system; perfect the culture spreading system,cultivate the cultural environment; establish the brand maintenance mechanism; speed up the strategicadjustment; Improve the training system,build the growth platform of employees. We hope that we canrecreat the enterprise management behavior and market performance by the integrated strategy. Theultimate goal is to increase the Shuanghui brand awareness degree, brand association degree and brand loyalty degree by spread the same brand image, to enhance the brand assets.