Brand Construction Strategy Of Agricultural Enterprises In Lin’an

This paper will research Lin’an agricultural enterprises for brand construction, as currently agricultural enterprises are in need of brand construction, and the theoretical study on Lin’an brand construction strategy for agricultural enterprises is in short. The research aims to guide practice. It can provide a reference for implementing brand construction strategies. Thus, it can bring a certain significance to promote the creation of a strong brand Lin’an produce, and promote the sustainable development of agricultural enterprises and improve the comprehensive competitiveness of agriculture in Lin’an.Through making spot investigation,questionnaire survey for agricultural enterprises an d customers,adopting SWOT analysis.I studied construction enviroument of Lin’an agriclu tural products. The study found that Lin’an agricultural enterprises had advantages in the geographical location, material resources, regional brand resources, history and culture and industry clusters. But it also had weakness in brand awareness, brand positioning vague. What’s more, there are no gaps among brands. They were not high tech and in short of publicity. The introduction of the deep processing technology and industrial introduction of supportive policies to Lin’an agricultural enterprises in brand construction offered several opportunities to them. The attention of food safety raised the level of agricultural technology, and the rapid development of e-commerce and other economic, social and technological factors provided external opportunities. The inadequate government supports, the low product brand loyalty, the risky natural environment, and the rapid development of competitors brought external threats to Lin’an agricultural enterprises in brand construction. To promote Lin’an agricultural enterprises brand construction, this article provides suggestions in four aspects. Firstly, SO strategies:(l)Broaden the resource on the base of brand management;(2)Improve the quality and production management systems;(3) Improve the agricultural sales network platform. Secondly, ST strategies:(1) Extend the brand reasonably;(2) Increase brand propaganda;(3)Take advantage of resources. Thirdly, WO strategies:(1)Create a good development environment;(2)Increase investment in brand building;(3)Improve the level of processing technology;(4)Improve the technological innovation capability;(5)Open multiple distribution channels. Finally, WT strategies:(1)Position a clear brand based on the market demand;(2)Cultivate consumer loyalty relying on brand culture;(3)Strengthen brand management strategy.