Research On The Communication Management Of Brand Of Chengde Shenli Food Limited

With the continuous development of China's economy,the Chinese market has become more closely related to the world market,and the prices of agricultural products are affected by the world market.However,the traditional agriculture in our country lacks the intermediary organization,the development strength of agricultural product brand is weak,and the brand development is slow.In the end,the price of agricultural products in China is low,the quality is not guaranteed,the competitiveness of the international market is weak,and the circulation is blocked.At the same time,due to the market demand of consumption upgrade,China's agricultural products tend to brand development.But the agricultural product regional brand in the process of promoting appeared serious free-rider problem,because there is no can be traced,the main responsibility of the eventually led to the regional brand image,international recognition problems.Therefore,the development of China's first industry is urgently needed to integrate with the second and third industries.However,there are relatively few researches on brand value communication management for agricultural products enterprises.In view of this,this paper studies the brand value communication management practice of Chengde Shenli Food Limited.Strategic brand theory,based on the theory of brand value,brand life cycle theory and other related theories as the foreshadowing,adopts the methods of literature analysis,combined with the characteristics of the stages of brand life cycle theory,Chengde Shenli Food Limited,in recent years,market data analysis,to determine the stage of brand life cycle.Then according to the theory of brand life cycle stages of brand communication strategy and company market data analysis,the present status of brand building,comparing the specific situation of Chengde Shenli Food Limited,to analyze its rationality in the process of management to the spread of brand value,and analyzed the existing problems and form factors.Finally,it puts forward feasible Suggestions according to the relevant strategies of brand life cycle theory.Based on the relevant theory of brand value communication management of Chengde Shenli Food Limited.Brand communication problem analysis are mainly concentrated in thefollowing aspects: brand image shaping no uniqueness,the core competitiveness is not clear;The marketing channel is not smooth,the marketing technique is single,the transmission net force is insufficient;The problem of brand value communication management organization is not perfect;Brand value communication management focus on insufficient issues.These problems are caused by many reasons.Combining with the brand life cycle theory,and the cause of the problem,this paper gives some Suggestions in chapter 4,such as employment,increasing the specialized brand communication management organization,system design planning brand marketing strategy for brand value communication management guidance,etc.,can be used for reference in the company to improve.At present domestic mainly in agricultural products brand dissemination study theory and policy of the agricultural product regional brand construction and agricultural products of macroscopic research is more,few subject research specific to a particular business.The research of this paper is to make reference and reference for the problems of brand value communication management of other new agricultural products,such as Shenli.