Research On Creating Strong Brand Of JH Organic Fish

China is a major producer and consumer of aquatic products,with continuous development of national economy,people's awareness of health and environmental protection has been gradually enhanced.Enterprises which engaged in the production of organic fish products came into being.Organic fish products are nutritious and tasty.But the production cycle is long,the output is low,the cost is high,the price is higher than that of feed fish.Because of the market information asymmetry,the recognition of product differences in the market is not enough and other reasons,consumers' perception of benefits is not obvious,as a result,the product price of many manufacturers have been hovering at a low level,businesses struggle to survive.Enterprises can get out of the predicament and achieve development with a strong brand in the industry.For strong brand building related issues,scholars from domestic and foreign have done a lot of research.These mature brand building theory provide profound macro guidance.However,the research on the strong brand building of organic fish products is relatively weak,it is necessary to do targeted research to solve the industry product strong brand building strategy combining its industry particularity.In order to better combine the actual situation of marketing,this paper selects the research on the construction of strong brand of organic fish products from the perspective of consumers.Taking the brand building of organic fish of Guangyuan JH Ecological Fishery Development Co.,Ltd.as the specific research object.The company is mainly engaged in the production and marketing of organic fish products with its unique resource advantages.At present,JH organic fish brand construction has made some achievements,but in a perfectly competitive agricultural market,the effect of differentiated marketing with other fish products is not obvious.The brand lacks influence and price support,there is still some way to go before the goal of creating a strong local brand,The development of the enterprise is facing bottlenecks.In order to effectively solve the problems such as the brand effect is not obvious and the competitiveness of enterprise is not strong,through questionnaire survey,consumer interview,literature research and other methods,the author sums up the problems faced by the development of enterprise as the problems of weak brand building;Combining the company's regional strong brand building needs with Keller's CBBE strong brand building model,through the application of strong brand building model,we found the deep-seatedproblems in JH organic fish brand building,put forward feasible strategies,and achieve the goal of JH organic fish strong brand building.Through careful research,the author puts forward the path of JH organic fish to create a strong brand with "two bases and two wings" as the main line.The two bases are products and talent team.The two wings are to establish the differences between popular brands and provide high-quality services.The two bases are the foundation and the two wings are the technology.This path is mainly put forward around the construction of strong brand of organic fish products of the enterprise,which has clear pertinence and great operability.