Brand Strategy Research On BERYL Wlofberry Industry Development Co., LTD

Nowadays, the competition between enterprises has not only confined to the product competition, price competition, advertisement competition, service competition, and further to rise to the brand competition. Like most of the industry, agricultural industry is facing the situation of homogeneous in many aspects, such as product, channel, promotion, marketing and even innovation, this condition weakens the marketing innovation of enterprise, and also reduces the profits of the enterprise. Therefore agricultural products brand is not merely a tactical tool to identified products,but should be the core of management as the strategic resources of agricultural enterprise. Ningxia Wolfberry, which as one of the special advantage industries in Ningxia Hui autonomous Region, not only faces the competition from the various enterprises, but also under the pressure of competition from other Chinese wolfberry wine in recent years. In this state, improve the core competitiveness of company continuously, put the cultural connotation into products, build brand strategy belongs to the company own, and uses these to guide the enterprise will be the best weapons for the Ningxia company to deal with the brand competition and gain competitive advantage of market.The Beryl Wolfberry industry development co., LTD relying on the resource advantage of Ningxia wolfberry, won a strong competitive advantage in the market through a series of the implementation of brand strategy. However, due to the lack of research and practice, as well as the lack of systematic understanding to the macro environment, industry environment of company and the reality of themselves, The Beryl Wolfberry industry development co., LTD exists the weak links in the implementation of brand strategy. Therefore, this research analysis of the current brand strategies of Beryl company based on the comprehensive analysis of internal and external environment of company, and put forward the corresponding optimization and safeguard measures, which has important practical value and guiding significance for The Beryl Wolfberry industry development co., LTD to build a strong brand, out of Ningxia and towards the world. At the same time, for is the trend to carry out brand strategy, sand it is related to the Ningxia wolfberry industry and even the whole brand development of agricultural industry, so for the similar enterprises, the brand research also has certain reference value.