| Along with the constant development of the economy and society of our nation,the per-capita income and per-capita consumption capacity have relatively grown.Meanwhile,our dietary structure and concept have changed a lot compared to the past.As a kind of meat of high nutritional value and little fat content,beef perfectly matches the modern healthy dietary concept and gains growing popularity.High-grade beef products as steak have become a new dietary trend.However,the cattle breeding industry of China has been growing slowly all the time compared to the fast growing beef consuming market.In contrast to Britain,Australia and Argentina,countries which are strong in animal husbandry all along,our nation started to breed cattle for meat very late.Thus most enterprises are developing in a separate and disordered situation.The industrialization level of cattle-breeding enterprises is rather low.According to the experience of enterprises in those countries,cattle-breeding enterprises generally apply the brand development strategy to achieve development by leaps and bounds,thereby accelerate the transform from a traditional cattle-breeding enterprise to a modern one.Cattle-breeding enterprises of China are averagely of low management level,with inadequate brand consciousness,and slow in branding.Till now,there are only several modern beef brands that are known to people and providing satisfying products in the market,most of which are regional natural brands.In this paper,we will take Huadian City Golden Cattle Animal Husbandry Co.,Ltd.as an example,analyze the related factors about the development of a company's brand,make comparatively complete brand developing strategies to lay the foundation of the further development of the brand and provide a reference for other cattle-breeding enterprises at the same time.At the strategy analyzing part,we made a systematic analysis of the internal and external environment of the company,thus gained overall understanding of the industrial environment and the company's operation and management circumstances.Then we used SWOT model mainly to analyze the opportunities,challenges,advantages and disadvantages of the brand “Huaniu” and drew a conclusion that the company should seize the opportunity of the growing beef-consumption market to make a difference.At the strategy design and applying part,we analyzed the overall strategy with the strategic clock model and chose the high-price-high-value strategy as the overall strategy according to the industrial features and the practical situation of the company.Therefore,we set the overall strategic target to be “take customers' recognition as the core,bring up the price and enlarge the financial returns”.Taking the practical situation into consideration,we made the brand development strategic target as “build featured brand by focusing on bring up customers' recognition,establish brand assets and increase brand's premium” to serve the overall strategic target.On brand planning,we further detailed the brand development strategic target,reset the brand,took the single-brand mode as the strategy implement approach and made a systematic programming of the brand image.To safeguard the smooth implementation of the strategy,this paper offers improvement advice to the brand's culture construction,marketing channels and marketing modes.At the last part,we gave solutions to three problems existing in the brand development: management omission,no risk protection mechanism and capital bottleneck to ensure the implementation of the brand development strategy. |
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