| After twenty years of market economic development of the whole nation,our country from the simple product market began to really go the distance brand marketing,brand systematic preparation,planning and construction becomes extremely important.With the rapid development of the Internet era of the outbreak as well as e-commerce platform,the economic value of the brand is more prominent.Henan flour yield highest in the country,in the process of agricultural modernization in the face of more and more consumers turn to consumer-oriented online shopping,e-commerce environment to explore how to build the brand in Henan flour problem becomes necessary.This paper focuses on e-commerce environment in Henan flour branding issues in branding and e-commerce theory based on the theory by analyzing the current status of the flour industry in Henan Province,Henan Province under the flour industry of e-commerce and e-business environment advantage in Henan Province Situation flour branding,summed bottlenecks Henan flour branding,and finally the establishment of Henan flour branding support system.Thesis consists of five chapters.The first chapter focuses on the e-commerce environment in Henan flour branding problem background and significance of the topic,research status and article research ideas and methods,structural arrangements and innovation;The second chapter focuses on the definition of the brand,content and functionality,branding elements and building construction steps and systematic and comprehensive summary of the concept of electronic commerce and its mode;The third chapter provides an overview of the flour industry in Henan Province,the advantages of e-commerce development in Henan Province and flour corporate branding;The fourth chapter focuses on the e-commerce environment bottlenecks Henan flour brand of plastic,mainly flour brand safety credit foundation is weak,not strong brand recognition,brand positioning fuzzy,supply chain reaction speed is too slow,branding is not in place and do not focus on building brand culture;Chapter V of credit support from the brand,brand awareness support,support brand positioning,brand execution support,supply chain speed support,brand culture support six areas established branding support system.Through the study of e-commerce environment in Henan flour branding issues,on the one hand,we want to be able to enhance their flour enterprises in Henan overall brand image and communication,and enhance the comprehensive competitiveness of enterprises;the other hand,hope to others Related agricultural enterprises to deliver industry leading branding of a reference value. |
