Research On The Cultivation Of Infant Milk Powder Regional Brand In Heilongjiang Province

Heilongjiang Province is the world recognized “gold corn belt” and “cow”, and the dairy development has the natural advantage. Heilongjiang Province of infant milk powder output ranked first in the country, with the quality reputation by the trust of consumers. Heilongjiang province has become one of the world’s most high-quality infant milk powder production capacity area. In addition to the favorable natural resources, Heilongjiang has the scientific and technological innovation capacity of the production of high-quality infant milk powder to meet China’s growing consumer demand for high quality dairy products.With the advantages of natural resources, the quality security system of strong security, high-quality milk supply, and scientific precision processing, Heilongjiang becomes the country’s largest, quality guarantee of infant milk powder production base. 40% infant milk powder comes from Heilongjiang province. China re certification of infant formula milk powder milk powder production qualification in 2014, the number of the first batch of enterprises through certifi cation is 25 in Heilongjiang province, accounting for 82 national enterprise certification 30.49%.There are 7 new infant formula brands selected national brand, accounting for 19 of the country’s 36.84% new certified infant formula brand in Heilongjiang province.Heilongjiang Province infant milk powder production position highlighted. However, there are still low market concentration degree, weakness of own brand competitiveness, the limited supply of high-quality products, and consumer over trust foreign brands issues etc.. Heilongjiang Province should make full use of itself advantage resources and technological innovation ability and foster regional brands of infant milk powder and improve the domestic and international competitive power of Heilongjiang Province infant milk powder.The infant milk powder of regional brand in Heilongjiang Province as the research object, combined with the brand theory, brand competitiveness theory, the research of brand operation theory, this paper discusses Heilongjiang province regional brand cultivation of infant milk powder. This paper describes the status quo of Heilongjiang province regional infant milk powder brand cultivation, to clarify the Heilongjiang Province infant milk powder regional brand cultivation problems; it also analyses of internal and external environment faced by Heilongjiang Province infant milk powder regional brand. On the basis of the strategy of fostering regional brand of infant milk powder in Heilongjiang Province, which provides framework and ideas for strong competitiveness of regional infant milk powder brand in Heilongjiang province.