The Strategy To Enhance The Brand Image Of “Northeast Agricultural Sister-in-law”

The quality of corn products relates to the health of consumers,so people attach great importance to their quality and safety and an increasing number of people believe in brand products more.Jilin corn products enterprises should be based on a long-term goal and implement the strategy of brand development to move forward to creating a "hundred year brand".When the brand has a certain reputation,the added value and competitiveness of products will be enhanced naturally.This paper takes the corn brand "Dong Bei Nong Sao" as the main research object and aims to put forward the strategy of brand image promotion suitable for "Dong Bei Nong Sao" through the analysis method of SWOT so as to promote the brand development of " Dong Bei Nong Sao" corn,and drive the brand development of the northeastern corn industry to reach the goal of enhancing the market competitiveness of northeast corn products.Increasing the added value of corn products can effectively increase the income of farmers in Jilin Province and quickly promote Jilin's economic growth whose rural population accounts for 44.69%.So,it's very important.This paper uses the SWOT strategic analysis to conduct a comprehensive analysis the advantages,disadvantages,opportunities and threats involved in the brand promotion of "Dong Bei Nong Sao".In terms of advantages,"Dong Bei Nong Sao" has the origin effect,wide sales network,advanced transportation network,and planting technical support etc.;in the inferior aspect,"Dong Bei Nong Sao" has no certification of green agricultural products.The product type is relatively single.The company is operated for a short time since its establishment.The market share is relatively low;in terms of the opportunity,constant food safety issues make consumers prefer to brand products to meet the needs of different consumer groups and expand the market capacity through the market segmentation.At the same time,fresh corn industry has huge development space;as for the threat,other corn brands compete with "Dong Bei Nong Sao".Frequent food safety problems also affect the consumers' choice of its corn product.The national policy improves the access mechanism of food safety continuously.According to the analysis results,combined with the structure of the brand supporting system,the countermeasure and suggestion to enhance the brand image of "Dong Bei Nong Sao" is put forward.In the core of "Dong Bei Nong Sao" brand image,I suggest it advocates green and health,constantly get rid of the stale and bring forth the fresh and maintain the vitality of the brand;in the inner layer,the government dominates,the band is publicized,with utilization of resources,to enrich connotation;in terms of brand surface,it should expand its channel through network,at the same time,enhance the influence by the network.;as for brand surface,it should widen its channel,enhance its popularity,and focus on the future to internationalization;as to assurance of brand promotion,it should do well in human resources assurance and system assurance,to guarantee the implementation of the brand image promotion strategy.