Research On Brand Marketing Strategy Of Litchi Products Of ZL Company Y

Agricultural Product market competition is becoming increasingly fierce and homogeneity is becoming more and more serious.At this time,it is necessary to identify and differentiate Agricultural Products with a generally accepted logo,and Agricultural Product Brands emerge at the historic moment.Paying attention to the role of Agricultural Products Brand,strengthening the construction of Agricultural Products Brand itself,and expanding the competitiveness and influence of Agricultural Products Brand have become a common concern of agricultural enterprises.And the most critical is to formulate and continuously optimize the brand marketing strategy of Agricultural Products.To a certain extent,brand marketing strategy can help agricultural products to enhance brand awareness,increase market share,enhance market competitiveness,and ensure the healthy and sustainable development of enterprises.Litchi is one of the four famous fruits in Lingnan.It has unique flavor,rich nutrition,fresh and refreshing taste,and is deeply loved by consumers.ZL Company is a provincial leading agricultural enterprise specializing in Litchi cultivation,sales,circulation,processing and agricultural leisure tourism.It has registered a brand of litchi products.It mainly develops fresh litchi gifts and dried litchi gifts.At present,ZL company's product brand is in a tepid state in the market competition.In order to strengthen the company's development,enhance the brand awareness of the company's products and enhance the brand competitiveness,it is urgent to change the current marketing situation of the company's litchi brand and provide targeted marketing strategies for the brand of litchi.Therefore,this paper takes the brand marketing strategy of litchi products of ZL Company as the research object.On the basis of understanding and analyzing the related concepts of brand marketing strategy,domestic and foreign management and marketing theory,the internal research of ZL Company was conducted.The macro and micro environment,SWOT analysis and the current situation of brand marketing of litchi products,as well as the existing problems and reasons were studied in detail.ZL Company is located in the natural environment with obvious advantages.The quality of litchi produced by ZL Company is excellent.Litchi is a special fruit in Lingnan.It has unique flavor and is loved by people.It combines with the currentrise of rural tourism.ZL company has certain basic conditions to implement brand marketing strategy of litchi products.The research finds that ZL company's brand marketing strategy of litchi products mainly has the problems of emphasizing quality over management,lacking experience of new marketing mode,lack of creativity in product packaging design,limited product positioning,no obvious differentiation,and backward product brand marketing channels.In view of the problems of ZL company's brand marketing strategy,combining with the theory of brand marketing strategy and the company's actual situation,this paper puts forward targeted brand marketing strategy of litchi products,namely,product brand management strategy,product brand personalization strategy,product brand communication strategy and product brand marketing strategy.Finally,in order to effectively implement the brand strategy of litchi products,three safeguard measures are put forward,namely,organizational safeguard,institutional safeguard and creating corporate culture atmosphere,in order to ensure the effective implementation of the brand marketing strategy of litchi products of ZL Company.At present,the Brand Marketing Strategy of Agricultural Products has developed to a certain extent.This paper puts forward targeted brand marketing strategies for ZL litchi products,which can help the company establish a good brand image,expand market share,and lay the foundation for improving the brand value and brand core competitiveness of ZL litchi products.In addition,it has certain reference value for other agricultural products enterprises in the same industry to formulate brand marketing strategies.This paper is divided into seven parts.The first part is the introduction.The introduction introduces the research background and significance of this paper,the research status of brand marketing at home and abroad,research content and methods,research ideas and framework.The second part is the related theory research of brand marketing strategy.This part introduces the concept,characteristics and content of brand marketing strategy,brand marketing analysis methods.The third part is the brand marketing environment and SWOT analysis of litchi products of ZL Company.This part introduces the brand marketing environment analysis of litchi products of ZL Company and the SWOT analysis of litchi products brand marketing environment of ZL Company.The fourth part is the current situation and problems of marketing strategy of litchi brand in ZL Company.This part introduces the current situation of brand marketing of Litchi in ZL Company,the problems of brand marketing strategy of litchi productsin ZL Company,and the reasons for the problems of brand marketing strategy of litchi products in ZL Company.The fifth part is the brand marketing strategy of litchi products of ZL Company.This part introduces the guiding ideology of product brand marketing strategy,product brand management strategy,product brand marketing personality strategy,product brand marketing communication strategy,product brand marketing strategy.The sixth part is about the implementation of safeguard measures for the improvement of brand marketing strategy of litchi products of ZL Company.This part introduces the organizational safeguard measures of brand marketing strategy,the system safeguard measures of brand marketing strategy,and creates the corporate culture atmosphere of brand marketing strategy.The seventh part is the conclusion of the study.