Research On The Brand Development Strategy Of Shanxi Gucheng Dairy Group Co.,Ltd.

After 40 years of reform and opening-up,China's economic and social development has entered a new era,and its economic growth has entered a stage of high-speed development into a stage of high-quality development.The main social contradictions have been transformed into the contradiction between the people's growing need for a better life and the unbalanced and inadequate development.People's consumption level and income have increased significantly,and consumption structure has changed significantly.Consumption of dairy products has continued to grow at a high speed,and consumers' brand stickiness has increased year by year.The Shanxi Gucheng Dairy Group is located in the 39 degree north latitude golden milk source belt of Shanyin County,Shuozhou City,Shanxi Province.It is the largest dairy industry chain specialized enterprise in Shanxi Province.It is also the national key leading enterprise in agricultural industrialization.However,in recent years,with the rapid growth of domestic economy,the gap between Gucheng brand and other dairy products brands in the industry has become wider and wider.In the brand market competition,it has gradually lost its original advantages,and its investment in brand building has declined year by year.How to strengthen the Gucheng brand construction according to local conditions,give full play to the Gucheng brand advantages,and plan and design effective brand development strategies are the main problems facing Shanxi Gucheng Dairy Group at present.Based on brand theory and strategic management theory,this paper analyses the current macro-market environment of dairy industry at home and abroad,uses Porter's Five Forces Model and SWOT analysis matrix to analyze the external competitive environment and internal resource environment of the Gucheng brand,and combines the BAV model of the Gucheng brand with the life cycle of the dairy brand competition market in which the Gucheng brand is located.And the actual situation of the Gucheng brand development,formulate the strategic plan for the Gucheng brand development,and implement countermeasures and safeguards.There are four aspects in the research: Firstly,the related theories of brand and strategic management are introduced by consulting literature,and the theoretical analysis model adopted in this paper is elaborated.Secondly,the internal and external development environment and brand status of Gucheng brand are analyzed by using brand strategy related models and theories to prepare for the formulation of brand development strategy plan of Gucheng Dairy Group.Then,through SWOT analysis of the Gucheng brand,the strategic principles,strategic principles and cycles,strategic objectives,strategic priorities and phased tasks of the Gucheng brand development strategy are determined,and the strategic plan of the Gucheng brand is planned and designed.Finally,in combination with the Gucheng brand strategy,specific implementation countermeasures and safeguards are formulated to ensure the implementation of the Gucheng brand development strategy.This paper is based on the brand development strategy of Gucheng Dairy.The purpose is to plan and design the Gucheng brand development strategy plan on the basis of objective analysis of the brand development environment,to provide a practical basis for the Gucheng brand comprehensive rejuvenation,and to find a brand development strategy road in line with the development of agricultural industrialization in northern Shanxi,and to dock with the National Rural Rejuvenation Strategy.