Research On Brand Building Of Mushroom Manufacturing Enterprises In Xixia County

Agriculture is the basic industry concerning the national economy and people's livelihood. Brand construction of agricultural products has become a priority to increase the agricultural production and the farmers' income as well as to develop the rural areas.Moreover, it is also the only way to enhance the competitiveness of agricultural modernization and enterprises. The agricultural economy cannot develop without the growth and expansion of agriculture-related enterprises and the enterprises cannot grow without brand building.The brand construction of agricultural products promotes the development of agricultural enterprises. In the same agricultural product, a corporate brand is required to stand out from the numerous similar enterprises. After building the brand based on the product quality, an enterprise can establish its own unique product positioning, meet the demands of specific groups, find its own clients, develop the enterprise, reinforce its competitiveness and increase its revenue.The mushroom industry in Xixia District, Nanyang City has excellent development foundation and it can be created as a famous brand and a regional agricultural product brand.The producers of Xixia Mushroom need to base themselves on the local featured mushroom resources and build brand awareness and loyalty. The enhanced brand strength will drive the clustering development of the surrounding supportive industries so as to promote the rapid growth of local economy.Through bibliographic retrieval, this paper has studied lots of documents such as theses,materials and books about brand and brand construction of agricultural products and mastered the latest foreign and domestic theoretical research, ideas and strategies on the brand building of agricultural products. After conducting the site surveys, I have gone to the leading enterprises of Xixia Mushroom enterprises to learn about the brand construction of mushroom manufacturers, the resource advantages of their development as well as their current difficulties and shortcomings. Moreover, I have also come up with the key links, suggestions and measures on the brand construction for Xixia mushroom enterprises in order to propel the brand construction.Xixia mushroom industry has made impressive achievements in terms of standardization construction, product quality certification and industrialized operation; however, there still exist some issues in the brand construction, including insufficient awareness in brand construction, less-known brand recognition, low product brand added-value, lack of brand image and low brand loyalty. By referring to the brand asset assessment factors of David Aaker, this paper has advised on the brand for Xixia mushroom production enterprises.The ultimate goal of the brand construction of Xixia mushroom enterprises is to enhance the brand asset. By improving the brand design, specify the market positioning of the brandaccurately and strengthen the brand image; by integrating the media for brand communication,improve the channel and renovate the operation mode to enhance the brand awareness; by fostering the culture and performing social responsibilities, increase the brand association; by strictly-controlled product quality and reasonable pricing, enhance the customer satisfaction and by meeting the customer demands and ensuring effective customer communication, boost brand loyalty. In the meanwhile, take advantage of the excellent external environment for the enterprise development, especially the preferential policies for the agriculture industry and enterprises by Nanyang Government, to expand the brand awareness of the enterprises.I think the Xixia enterprise based on the existing mushroom industry resources, out of a quality as the premise, to brand image for the vision, around the five indicators of brand building, in brand awareness, visibility, associate degree, satisfaction and loyalty of the continuous improvement, will be able to make the produced a number of competitive domestic, in the province, in the industry leading mushroom brand.