A Study On The Optimization Of Company A’s Marketing Strategy From The Perspective Of Regional Brand Collaborative Development

The development of brand is the symbol of agricultural modernization and an important means to realize the transformation of agricultural production mode and adjust the structure.In 2021,the Central Ministry of Agriculture and Rural Affairs issued the No.1 document,which emphasized that we should strengthen the construction of the advantages of characteristic agricultural products,formulate the agricultural brand construction standards,and create a number of high-quality regional brands.It can be seen that the construction and development of regional brands is crucial for consolidating poverty alleviation and rural revitalization,and plays a vital role in improving economic development.Fuling pickle is one of the three famous pickles in the world,and also one of the three famous dishes exported by China to foreign countries.It has won a good reputation in the world for our country,and has also driven the development of Fuling’s economy and culture,and has become one of the important industries for rural revitalization in Fuling District.Fuling has a large number of pickle brands.This paper takes Company A as the research object,draws on the theoretical knowledge of industrial cluster theory,stakeholders and brand umbrella theory related to regional brands,and uses research methods such as questionnaire,induction,case analysis to analyze the marketing status,problems and causes of Company A in the perspective of the coordinated development of enterprise brands and regional brands,It summarizes such problems as the lack of interaction between corporate brands and regional brands,the awareness of corporate employees on the importance of regional brands to be improved,the inadequate use of regional brands by enterprises,and the lack of differentiated marketing by enterprises.In the context of the coordinated development of regional brands,the enterprise should strengthen its interaction with regional brands,make full use of the advantages of regional brands,improve employees’ awareness of the importance of regional brands,enhance the influence of regional brands on its own brands,jointly establish a traceability system for corporate brands,jointly promote regional brands,and make good use of regional brands while building a strong corporate brand.The development of regional brands is an important way for local governments to promote regional economic growth.Among the enterprise brands under the umbrella of regional brands,Fuling Wujiang pickle has become a leading enterprise,and has a high voice and market share in the pickle industry.However,the advantages and disadvantages of a market cannot only depend on the contribution of a leader.Therefore,This paper selects another pickled vegetable company,which is also a national key enterprise,as the case study object.Through the research and analysis of this company,it is expected to provide case analysis for the theory of collaborative development of enterprise brands and regional brands,arouse the attention of the government,industry associations and enterprises to the collaborative development of regional brands and enterprise brands,and establish the concept of collaborative development,It also serves as a reference for the marketing of other companies of the same type.