Research On Marketing Strategy Of Kiwifruit Brand Of H Company

Kiwifruit has high nutritional value and medicinal health care value,with the rich content of vitamin C,which is known as the King of Fruit and King of Vitamin,and has been popular with the market and consumers in recent years.Pujiang county with the advantageous geographic location is one of the world's best kiwifruit growing area.The local government has made use of advantageous resources to boost the public brand of Kiwi region in Pujiang county.After years of development,although it has formed into the scale,Pujiang Kiwifruit does not have a strong position and advantage among numerous regional public brands.After the in-depth analysis,it's found that there has been no well-known kiwifruit brands and leading companies leading the sustainable and healthy development of the Kiwifruit regional public brand in the current market in Pujiang county.In this paper,take the problem as the orientation.The research on marketing strategy of kiwifruit brand from H company is performed.Through questionnaire survey,on-sited investigation and empirical research,the present situation of H company's kiwifruit brand promotion is explored.In this paper,the problems existing in the process of kiwifruit brand marketing from enterprises from different dimensions are explored,and the concrete causes of the problems based on the subjective and objective aspects are analyzed.SWOT analysis and PEST method are used to analyze brand marketing environment.Through questionnaire survey and variable measurement,those consumers who had bought kiwifruit are studied,in which the data is obtained.For the data,SPSS20.0 is adopted to conduct descriptive analysis,reliability,validity and correlation analysis.Finally,the conclusion is drawn that the five dimensions of brand perception value have a significant impact on brand preference;In addition to the perception risk,the other four dimensions of brand perceived value have a significant positive effect on purchasing willing;Brand preference has positive influence on consumers' purchasing willingness;Brand perception value plays an important role in purchase willingness through the mediator of brand preference.Finally,in this paper according to the conclusion,the effective strategy of Kiwifruit brand marketing of H Company is proposed from the aspect of customer perception brand image,brand personality and sales channel,in order to provide a reference for improving competitiveness and market influence of H Company.