Research On Brand Positioning Of Fresh Aquatic Products Based On Means-Objective Chain Theory

In recent years,China’s aquatic product market has ushered in unprecedented opportunities in terms of overall consumption frequency and consumer base.As in other industries,aquatic enterprises have begun to seek new outlets after becoming weaker in the competition of "quantity" and "quality",which has pushed aquatic enterprises to enter a new stage of "brand" competition.Brands not only bring considerable profit margins to aquatic products companies,but also enhance the market competitiveness of aquatic products companies,making them invincible in the fierce market expulsion.Although there are already many well-known aquatic product brands in China,a large number of aquatic enterprises remain at the surface of brand building,equating trademarks with brands,and homogenization of brand positioning is serious.There is a lot of research and empirical analysis on brand management at home and abroad,but in the aquatic industry,there are relatively few researches on aquatic product brand building,especially the research on aquatic product brand positioning is basically blank.Focusing brand positioning research on fresh aquatic products is of great significance for promoting the building of Chinese aquatic products brands and promoting the development of the Chinese aquatic product market.Through the domestic and foreign brand positioning theory,and for the first time,the means-destination chain theory was introduced into the research of aquatic product positioning.This study uses a combination of qualitative interviews and quantitative questionnaires.First,use ladder interviews to obtain the product attribute layer,consumption result layer and personal value layer measurement factors that consumers focus on fresh aquatic products,and then form a quantitative questionnaire to investigate consumers,using factor analysis,correlation analysis and multiple regression analysis come to conclusion.The study found that: 1.The properties of fresh aquatic products have a significant impact on their consumption results;2.The consumption results of fresh aquatic products have a significant impact on the personal value of the products;3.The product attributes of fresh aquatic products have an individual impact on the products.Value composition has a significant impact.Based on the data analysis results,this study draws a decision map for consumers of fresh aquatic products,and puts forward the brand positioning marketing recommendations of fresh aquatic products in conjunction with the discussion: 1.Exploit and enlarge the characteristics of products and carry out differentiated positioning;2.Use neutral strategy to create brand positioning advantages;3.Combine online and offline to create brand connotation and strengthen brand positioning;4.Create scene-related consumer experience.