Brand Construction Research Of XuChang "Good Sister-In-Law" Food Limited Company

Since the reform and openness, our country medium and small enterprises gains the development advancing by leaps and bounds with our country economy increasing by rapidly, has brought the effect carrying weight into play in the field of expanding employment, improving beneficial result, optimizing industrial structure, promoting technological innovation, increasing the tax revenue and foreign exchange earning through exports and so on, has become one important and active national economy middle strength. But, with the fact that our country has entered into WTO and especially the outburst of world financial crisis, our country large amount of medium and small enterprises develops land oneself in deep trouble or closes down, a variety of problems that our country medium and small enterprises is confronted with in developing process are gradually protruding obvious. The brand competition insufficiency is the key factor of restricting medium and small enterprises' development. How to increase oneself brand competition and expand the scale of enterprise, make enterprise gain long-term development, is badly in need of the problem solving before every medium and small enterprises director under the gradually complicated world economic environment. Brand strategy and brand construction have provided a clear and definite direction for this problem.The article takes one enterprise engaged in a brand construction as example, analyses its current situation of brand construction using the brand and brand construction theory, points out its advantage and deficiency, and submitts problem countermeasure and suggestion on the basis. I hope that this article's research,idea and suggestions can direct on the brand construction of our country medium and small enterprises.