The Designing Of Brand Strategy About Yongchuan Lobster Sauce

Lobster sauce originated from Pre-Qin dynasty has over two thousands years of history in China. Lobster sauce is a traditional fermented food made by microbial fermentation using soybean for raw material. Lobster sauce is a kind of good food and medicine, and it plays an important role of our food culture and health care.It's the new economic era today with increasingly intensive competition. Brand has become an important tool for companies to dominate the market. Brand strategy is the basic of companies to win in the competition.So companies must create a durable advantage of the brand, they just can be invincible. At present, domestic market competition of lobster sauce is increasingly fierce,and the enterprises are faced with survival crisis. The "small product, big market"marketing situation of lobster sauce industry has reached a bottleneck state, companies need bold innovation if they want to step forward. Therefore, if they want to own their place in the Fierce marketing competition,Yongchuan lobster sauce should seize this opportunity for their brand marketing, and upgrade their brand competitiveness and brand value constantly.This paper is based on the theory of brand competitiveness, brand strategy and fuzzy mathematic.Through the market research, the paper made an general description of the state of producing area, main enterprise and the consumer market of Yongchuan lobster sauce. Using the method of statistical analysis, the paper made an analysis of consumers'preferences, quality concerns, buying patterns and market risk of Yongchuan lobster sauce. The paper also evaluate the Yongchuan lobster sauce's brand competitiveness with fuzzy evaluation method, and have a conclusion that the brand competitiveness of Yongchuan lobster sauce is in general. Finallly, the paper put forward some ideas to improve brand competitiveness of Yongchuan lobster sauce from both aspects of brand basic construction and brand management construction.(1) Enterprise should strengthen the brand basic capacity of Yongchuan lobster sauce from corporate culture, personnel training, technology innovation, management system innovation, information processing and other aspects.(2) Enterprise need to strengthen the market research and make an accurate brand positioning of Yongchuan lobster sauce from the analysis of consumer demand, product characteristics and competitors.(3) The brand cultuer of Yongchuan lobster sauce should excavate from the integration of food culture of Sichuan and Chongqing, Yongchuan tourism, Yongchuan humanistic culture, and appeal from traditional national sentiment and value orientation, such as lobster sauce culture, health culture, food culture and emotional ownership. (4) Enterprise should shape the brand image of Yongchuan lobster sauce from corporate image, brand identity system image, brand culture, brand reputation, brand advertising and so on..(5) Enterprise should change the single model of advertising communication, combinate advertising communication with marketing communication, public-relation communication and public-praise communication on the base of integration of enterprise resources effectively, and overall promote the brand value of Yongchuan lobster sauce.(6) Enterprise should establish and maintain long-term relationships with customers, suppliers, collaborative objects and government agencies in process of brand management. And the priority is to deepen and develop the relationship between brand and customers.(7) Enterprise should have a awareness of unexpected development, and take crisis prevention for an integral part of daily work. Enterprise must establish and improve a warning system of brand crisis, and do a good job of crisis management of Yongchuan lobster sauce.In summary, as long as the Enterprise set up the brand awareness, strengthen the capacity of brand basic construction and brand management construction, pay attention to foster Yongchuan lobster sauce's popularity and reputation, and enhance customer preference and loyalty, the brand competitiveness of Yongchuan lobster sauce can be improved constantly.