| Roasted sausage is also known as hot dog sausage, which is a low temperature emulsification sausage. Roasted sausage is originated from western countries, in which it is indispensable meat food for people. In the mid-1990s. Roasted sausage was introduced into China from the west, and began sweeping the meat consumer market of our country. On the basis of domestic and international brand marketing theory and literature review, this paper analyzes the brand marketing competition in the market environment and internal conditions of roasted sausage of Tangrenshen. At the same time, the target market segments and expand strategy of roasted sausage of Tangrenshen are analyzed, and some proposals are put forward on the brand marketing strategy for rousted sausage of Tangrenshen group. The main conclusions are as follows:1. It is obtained that the sausage market is in a state of perfect competition and no leading brand, and not to be formed the monopolistic competition market like other foods such as hams. In this case, anyone firstly break and breakthrough the trade restrictions, he would get rid of opponents to win the market.2. As a rapidly growing product, the market channel construction of roasted sausage has not kept up the pace of its development. Therefore, attention to construct the market channel is a key factor to occupy the vast consumer market.3. Management and control of the terminal sale point of market is in the phase of dealer’s own construction and maintenance. To this end, the company needs to change ideas, to change the traditional operation mode of roasted sausage and strengthen the terminal branding promotion to achieve the market share.4. The internal conditions analysis shows that the brand marketing of roasted sausage of Tangrenshen has significant market advantage, but it need to further change their market progression mode.5. The paper frames the target market segmentation for roasted sausage of Tangrenshen and draws up the target market expansion strategy by in-depth investigation and analysis containing the characteristics of the market, the relation of various market and the strength of Tangrenshen group.6. Tangrenshen Group is a national key agricultural industrialization leading enterprise and one of the most influential companies in domestic meat industries, and plays a very important role in domestic meat market. But in the current era of which the brand plan development in marketing, Tangrenshen Group only continues to actively implement the brand strategy to create more strong brands to further enhance itself competitiveness, so that they can make their products in an invincible position in the market. The paper puts forward some proposals on the brand marketing strategy for rousted sausage of Tangrenshen group, which include corporate culture, corporate human resources strategy, corporate marketing, business advocacy, business marketing environment and corporate credibility etc. |
