The Study Of Brand Strategy Development Of YongTai "Furong Plum"

In the context of economic globalization, one of the important indicators of business growths is its brand strategy. Brand is the major factor which will influence the competitiveness of the agriculture market and so the success of an enterprise. The development of branding is demanded in order to enhance the agriculture industry and the economy of rural area. It is one of the most remarkable actions to explore agriculture modernism and agricultural industrialization. This research analyzed the situation of the YongTai "Furong plum" and then took the SWOT analysis for developing brand strategy, which was aiming to identify measures for industrialization development. On the basis of discussing the constraint elements to the brand strategy development of YongTai "Furong plum", this article drew ideas from the successful experience of brand strategy implementation in domestic and overseas'agriculture practices combined with the real problem that YongTai "Furong plum" had and made corresponding strategies:the construction of standardized YongTai "Furong plum" base is the foundation of the strategy, industrialization plays as a supporting role, innovation is the motive force and information construction and the macro control function of the government can help to provide a harmonious market environment.This study helps to improve the competitiveness of YongTai in domestic and overseas market and also achieve sustainable development; optimizing the relevant enterprises' production and operation. Putting the theory of brand strategy development into practice, thereby promotes the economic efficiency. It is an important guidance to the industrialization of Yongtai "furong plum".