Research On The Promotion Of Brand Competitiveness Of The Great Northern Wilderness Group

Competition is the system requirements and manifestation of market economy.Market competition has experienced price competition,quality competition and service competition,now has to transition to the brand competition stage.Consumers' consumption concept is not limited to the pursuit of product quality,consumption from the purely tangible material consumption to the spirit of material consumption through the pursuit of the spirit of the cultural way of consumption changes,the brand has become the decisive factor in the purchase of consumers.Brand is no longer a simple logo or signal,but an important part of corporate assets,brand products has become a high performance,high profits,high market share synonymous.In recent years,with the continuous opening up of China's agricultural products circulation,the degree of agricultural products has been increasing,and the competitiveness of agricultural products has become more and more obvious.In addition,with the increasing level of consumer income,food safety and food health attention is increasing,the purchase of brand awareness of agricultural products gradually awakened,which are marked the arrival of China's agricultural brand competition era.The great northern wilderness group is the agricultural industrialization of key national enterprises,headquartered in Harbin.The company ranked the forefront of the national rice processing industry,selected the first national assured grain and oil demonstration enterprises,for many years reelection "China's industrial industry vanguard." The company passed ISO9001,ISO14001 and ISO22000 quality environmental food safety international standard system certification,with a clear scale base,brand,technology and green products.North Great Bargain brand value of 45.162 billion.In this paper,through the study of the competitiveness of the rice industry in the Great Northern Wilderness,the Group realized the vision of the modern international food industry group,which mainly created the rice processing industry,with the aim of "deepening the reform,building system,integrating industry and trade and sprinting ten billion" Objectives,to the best development environment,excellent service performance,to protect consumers.This paper first combs the relevant literature of brand competitiveness,further clarifies the connotation of brand competitiveness,and puts forward the theory of brand core competence,comparative advantage theory,product differentiation theory and customer value theory as the theoretical basis of this research.The problem of brand building has a direct impact on the brand's competitive ability in the market.The problems of the brand competitiveness of great northern wilderness group are mainly due to the problems existing in the brand building.Lack of innovation ability,lack of financial support,poor transportation channels and backward marketing methods,the impact of these factors are the main factors of the brand,the basic ability factors,management capacity factors,the promotion of capacity factors.In the clear brand construction problems,at the same time,access to relevant information,learn from domestic and foreign enterprises to enhance the brand competitiveness of the typical case,hoping for the great northern wilderness group competitiveness to provide experience for reference.At the same time,combined with the actual situation in Heilongjiang Province,look at the situation of the brand competition in the market of great northern wilderness group,and put forward the countermeasures to enhance the brand competitiveness of great northern wilderness group.It mainly improves from the enterprise itself,the government point of view and the industry association.In this paper,the study of the North Great Barrier Industry Group,for example,hoping to improve corporate brand awareness,through a good brand building to enhance the competitiveness of enterprises to help enterprises achieve sustainable development,enhance the competitiveness of enterprises to provide new ideas and methods.