Research On Brand Value Promotion Strategy Of The "Qilu Grain And Oil"

At present,domestic and foreign market competition is becoming increasingly fierce,agricultural competition is no exception.In the face of huge economic downward pressure and fierce market competition,in order to maintain and expand market share and stabilize their own market position,high-quality agricultural production areas around China have started to establish and develop regional public brands,in order to highlight the excellent quality and uniqueness of agricultural products in the region.In July 2016,the National Food and Strategic Reserves Administration issued the Guiding Opinions on Accelerating supply-Side Structural Reform in the Grain Industry(National Grain Administration no.152,2016),and in December of the same year,the State issued the Outline of the 13th Five-Year Development Plan for the Grain Industry.The National Grain Administration issued the "13th Five-Year" development Plan of grain and oil processing industry ",which put forward the"cultivation of quality grain brand".This thesis chooses "Qilu Grain and Oil" public brand as the research object,systematically combs and summarizes the relevant research and practice results of regional public brand construction at home and abroad.This thesis uses field research to investigate the status quo of "Qilu Grain and Oil" public brand development,clear up the "Qilu Grain and Oil" public brand production organization form,the basic situation of the production subject and enterprise brand construction.Next,this thesis began to statistics and analysis of the survey results,in view of "Qilu Grain and Oil" public brand construction process of the development of the production of the status quo and enterprises,government agencies and other participants of the problem encountered by the investigation and analysis.Finally,guided by the basic requirements of China’s rural revitalization,this thesis puts forward reasonable and perfect improvement measures for "Qilu Grain and Oil" public brand value enhancement.This thesis found that the current problems in the development of"Qilu Grain and Oil" public brand value are mainly the low level of commercial operation of public brand,intensified competition at home and abroad,serious product homogeneity,narrow online sales channels and so on.In order to solve the problems existing in the development of "Qilu Grain and Oil" public brand value,this thesis puts forward the strategies to enhance the value of"Qilu Grain and Oil" public brand based on the reality,including integrated marketing,quality management,regional brand strategy and brand culture strategy.At the same time,in order to further ensure the"Qilu Grain and Oil" public brand value promotion strategy measures,the article from strengthening the government guidance,improve the improvement of incentive policies,strengthen the construction of the team to put forward safeguard measures.