Study On The Optimization Of The Brand Differentiation Strategy Of Wang Gensheng Northeast Rice Brand

With the continuous upgrading of residents’ consumption and the increasingly fierce competition,enterprises are required to explore their own competitive strategies according to their own advantages.Porter put forward three general competitive strategies,there are Overall cost leadership,differentiation strategy and focus strategy.Each of the three strategies has its own characteristics.Specially,differentiation strategy can maximize the value of the brand and help the brand to be better and better in the market.This paper focus on Wang Gensheng’s differentiation strategy,through the theories such as the differentiation strategy,analysis of the macro and micro marketing environment of Wang Gensheng,finds out the existing problems and breakthrough directions of Wang Gensheng’s differentiation strategy,and then puts forward the promotion strategy for Wang Gensheng differentiation strategy.The main contents of this paper include: First of all,combing and summarize some theories such as brand and brand strategy,brand positioning,differentiation strategy,integrated marketing strategy and so on,as the theoretical basis of the study.Secondly,combing and analyse Wang Gensheng’s current differentiation strategy,effect and existing problem.Thirdly,analyse the environment,current situation,breakthrough point of Wang Gensheng,summarize the experience and enlightenment of the domestic and foreign rice brand,which provides the factual basis for the development of Wang Gensheng’s differentiation strategy.Finally,based on the all of the result of the combing and summarize and the six elements of brand differentiation strategy,enriched the promotion strategy of brand differentiation strategy of Wang Gensheng.The main conclusions of this paper include:First,this paper puts forward six elements of differentiation strategy based on consumer behavior,the system of brand differentiation strategy includes six aspects:brand positioning differentiation strategy,brand visual identity system differentiation strategy,product and packaging differentiation strategy,distribution channel differentiation strategy,sales mode differential strategy,integrated marketing communication differentiation strategy,it enriches Second,through the six elements of brand differentiation strategy and the analysis of the system,implementation and effect of Wang Gensheng’s current brand differentiation strategy,found out the problems of Wang Gensheng,including two problems: one is that Wang Gensheng’s brand differentiation strategy system is lack of sales methods and integrated marketing communication differentiation;the other is Wang Gensheng still faces five questions: how to improve the sense of value of high-end brand,how to highlight the homogenization,how to eliminate the biased cognition of "low quality" and "more fake" of northeast rice,how to break through the competition and where the customers are.Third,according to the theories,macro and micro analysis and the six elementsof brand differentiation strategy,this paper suggests that the promotion strategy of Wang Gensheng’s brand differentiation strategy includes six parts: Wang Gensheng’s brand differentiation strategy positioning is "high-end and gift rice";the brand image differentiation strategy is that combine the eliterature and art,use the graphic of rice and barn,the logo is orange because orange make people feel vital;In terms of product and packaging differentiation strategy is that uses 500 g per bag and some warmly sentence and specially design;In terms of distribution channel differentiation strategy,it arranges social e-commerce platforms and offline store;sales mode differentiation,it uses an experiential sales mode and a more sticky membership system;In terms of integrated marketing communication,the paper suggest interactive mode promotion and hunger promotion.Finally,this paper puts forward three guarantee measures for the implementation of Wang Gensheng’s differentiation strategy: first,strengthen the human resource management;second,improve corporate culture;third,strengthen market monitoring and adjust the strategic content in a timely and appropriate manner.The significance of this study provides a strong theoretical support for the implementation of brand differentiation strategy and the promotion of competitive strength in Wang Gensheng and some similar fields;this paper builds a four-dimensional tool and six strategic contents for the analysis of differentiation strategy,enriches the content of self-analysis of Chinese rice brands,and the perspective of rice market competition strategy research at the same time,it enriches the research content of rice market competition strategy in China.