The Research On The Brand Improvement Strategy Of Wujiang Zhacai

Fuling Zhacai or Fuling preserved mustard is one of the three famous pickles and has a long history and culture in China. There are many enterprises in the mustard industry because of the low technological barriers and the market competition is very intense. As the birthplace of the preserved mustard, Chongqing has many preserved mustard brands in which any enterprise should face intense competition from local and foreign enterprises. Wujiang Zhacai is the outstanding representative among Fuling Zhacai products. This paper selects Wujiang Zhacai as the main object of study and puts forward some suitable strategies to promote the Wujiang Zhacai brand by various analysis methods. The development of Wujiang brand can also contribute to the development of Chongqing preserved mustard brand and help Chongqing preserved mustard industry to develop in a scientific and rational, healthy and sustainable way.In this paper, we use the SWOT strategy analysis method with a questionnaire survey to study the promotion of Wujiang brand based on the supported architecture of the brand. At the advantage side, Wujiang Zhacai has high brand recognition, advanced equipment and technology, wide sales network, abundant capital and advanced management, etc. At the weaknesses side, current application of Zhacai cognition is still simple. The production of Zhacai is limited by its producing area of raw material. Zhacai production brings about low added value while sales are greatly affected by regional, flavor and economic development. In addition, Wujiang Zhacai is owned by Fuling Zhacai Corporation, which is lower than those small and medium-sized enterprises in decision making. At the opportunity side, food safety crisis makes consumers put more trust in various health brands. At the same time, all kinds of demand lead to a more fine sorted pickle products. The Zhacai industry will have a huge space for development and profit margins. At the threat side, the other small and medium-sized brands of Zhacai launch the competition on Wujiang Zhacai. Furthermore, various alternatives of Zhacai are emerging. Food safety makes the Zhacai consumption more cautious while national policies on food safety are increasingly stringent.According to the analysis results, we propose some suggestions based on the supported architecture of the brand to enhance the brand. First, to promote the core of the brand, Wujiang Zhacai should position itself as green agricultural product to strengthen the health brand image. At the same time, it should promote the upgrading of products to enhance the competitiveness of the brand. Second, to promote the inner layer of the brand, Wujiang Zhacai should integrate the regional brand to achieve diversified development and combine cultural tourism resources to rich the connotation of the Wujiang brand. Third, to promote the surface layer of the brand, Wujiang Zhacai should expand the brand sales channels with the aid of the network marketing and use the network platform to enhance the brand influence. At last, to promote the periphery of the brand, Wujiang Zhacai should maintain the advantage of its sale channels and enhance brand popularity. Furthermore, it should shape the brand image to break through the traditional limitation and try to become a famous international brand.