Research On The Operation Of The Foodstuff Brand

The foodstuff market in our country is full of fierce competition. For the products possess extreme similarities, brand, as a main marketing tool to create the diversities, gains more and more attentions. Consequently, quite a few foodstuff enterprises devote much more to the brand operation as a long-term developing strategy. Combining the features of the foodstuff industry with the brand theory on the bases of the case studies, this paper sums up the practices of the operation of the brand in the numerous enterprises, fatherly to conclude the special laws and operational flows of the operation of the foodstuff brand.This paper mainly consists of two parts. In the first part, the related theories of the foodstuff brand operation are covered. This paper briefly introduces the present situation of the development of the foodstuff industry in our country firstly, it indicates the development tendency and points out the main problems of the foodstuff industry in our country. And then, the brief analysis of brand theory, the connotation and denotation of the brand definition, the formations of the foodstuff brand are dealt with in this part. The following part mainly deals with the basic theory and operating approach of the foodstuff brand operation from strategic and tactical angles respectively. On the strategic layer, with the help of the principles and methods of the strategic management, the macro-environments, vested market, rivals, and advantages and disadvantages are mainly analyzed by using PEST and SWOT. Meanwhile, the directions of the foodstuff brand operation are set, such as the goals of the foodstuff brand operation and the approaches of achieving the goals. On the tactical layer, according to the general laws of brand operation, on the base of cases studies, operational flows of the foodstuff brand operation are constructed, that is, the establish of the foodstuff brand—the spread of the foodstuff brand images—development of the foodstuff brand—the management of the foodstuff brand.The foodstuff brand operation, as a theoretical and practical multi-discipline, covers the related variety of subjects, including politics, economics, sociology, journalism, communication, marketing, advertising, psychology, and management. This paper puts forward the principle and method of the foodstuff brand operation by using literature analysis, case studies and field survey. The significance of this research is both theoretical and practical.