Research On Brand Building Strategy Of Central-Asia Food R&D Enterprise

Brand is not only an identification mark but also a sign that marks an enterprise to enter the market. It’s also a symbol of a nation. In the trend of global integration, the competition between the national brand and the regional brand is becoming increasing fierce. Xinjiang is located in the hinterland of the Eurasian Continental Bridge, which is the core of Regional Economic Zone of the Silk Road and has obviously geographical advantages. Xinjiang has strong complementarity with Central Asian countries on the side of agricultural products processing and wide agricultural market share. However, the enterprises that have established their Xinjiang agricultural products brand in Central Asia are counted on one’s fingers. On one hand, the export structure of Xinjiang agricultural products is still irrational, and the proportion of raw material and the primary agricultural products is too high. On the other hand, the increased speed to export the high-technological and high value-added agricultural products is even slower and the proportion is still smaller than other products. The types of business operation by processing or OEM Service for other brands have restricted the development of Xinjiang agricultural products brand. It also shows that the development of the market system of Xinjiang agricultural products processing industry is still not very mature.The thesis is based on the theory of the Brand Establishment to study the brand strategy issues of Xinjiang Central Asia foodstuff R&D Company. The study points out the successful experiences and existing problems on the brand-established strategy of Xinjiang export-oriented agricultural products processing enterprises and puts forward the countermeasures and suggestion on how to promote the brand building of Xinjiang agricultural products.The thesis consists of five parts.