Research On Brand Construction Of LH Poultry Prouducts

After 40 years of development,earth-shaking changes have taken place since the arrival of white-feathered broiler in China in the 1980s,ranging from satisfying foreign exchange export to gradually adapting to domestic consumption,from manual feeding to fully automatic operation,from small-scale to large-scale and full-industry-chain mode,China’s broiler production started ranking second in the world in 2014.Driven by the interest-seeking instinct and relatively low entry threshold,a large number of funds and technologies have poured into the white-feathered poultry meat industry since 2018,and the industry has entered a high-cycle operation,which caused a continuously intensifying competition among the poultry enterprises.LH’s production scale ranks the first in the industry in China,however,the brand awareness is not high enough to reflect its value and competitiveness.Thus,it is imperative for LH to get out of the red sea of price war and drive a healthy and orderly development of the enterprise through brand construction.In this thesis,by conducting an in-depth study of the typical brand construction theories such as "brand positioning,""brand identification,""brand communication," and "brand equity," applying the PEST and SWOT analysis tools,making a penetrating analysis of overall poultry environment and LH itself,the author found that the weakness and insufficiency of the brand construction of LH poultry are that unclear brand positioning,low brand identification,limited brand communication,lack of brand equity management etc.On the basis of analyzing problems and combining theory with practice,the author puts forward that LH poultry brand construction should be optimized in the following aspects.In terms of brand positioning,through the utilizing of STP analysis and 3C tools,the author define the brand positioning of LH poultry as "the safest poultry brand for consumers," with a comprehensive consideration of 3 key factors which are competitors,corporate advantages and unmet needs of consumers.In terms of brand identification,"safety" was determined as the core.In addition,the author put forward some suggestions on the optimization of packaging identification,product identification and personality identification.In terms of brand communication,under the guidance of the integrated communication marketing theory,communication content,communication input and communication mode optimization were suggested which intends to create a image of the safest poultry meat.In the aspect of strengthening brand equity management,the brand value is enhanced mainly by improving brand awareness,perceived quality and reputation,brand association and customer loyalty,which will bring brand premium and marginal income to the enterprises.Finally,in order to ensure the implementation of LH poultry brand construction optimization,the author puts forward the organization,system and fund guarantee measures.In terms of organization and personnel guarantee,setting up a brand management committee,cultivating a professional brand management team,and strengthening internal and external training to improve the quality of relevant staffs were suggested.Adjustment of performance evaluation of the factory,incentive and assessment mechanism for the sales and remuneration management and promotion system are demanded for system guarantee.In terms of fund guarantee,the annual advertising budget and marketing and communication budget are required,because fund support is particularly necessary for the brand building.