The Leisure Bean Curd Of Gong Bing Brand Marketing Strategy Research

With the improvement of life quality and a change of consumption concepts,consumers care more about brand when shopping,since products'quality,service and others of a well-known brand usually get well-guaranteed.As one of Chinese traditional food,bean food is nutritious for its fat,protein,carbohydrates,and some other minerals.Besides,its packaging is convenient,simple,hygienic,safe and thus is popular with consumers,especially on-line shoppers.But in the meantime,market of bean food faces with some problems like homogenization,regionalization and low premium.Besides,the amount of brands and the products is of a great proportion and hence makes the market more competitive.The market has already entered the stage of brand survival,in which without a brand,marketing can only fall into an endless price war.Local special enterprises will possibly be eliminated if they do not change their marketing models,so is Gongbing.A brand has an additive effect on an enterprise and can lead to a high premium and thus allows products and service to be sold smoothly.But it needs a long-term accumulation and consolidation,which will finally become wealth of a brand.In fact,wealth of a brand greatly exceeds wealth of sales.This essay takes brand marketing strategy of Gongbing Leisure Dried Bean Curd as the object of study.Firstly,on the basis of knowing about the Gongbing Company's situation,we learn about the consumers' purchasing behaviour of Leisure Dried Bean Curd and Gongbing Leisure Dried Bean Curd with questionnaire inquiry method,and make analysis and summary with chi-square test statistical method.Secondly,this essay analyzes internal strengths and weaknesses,external opportunities and threats of Gongbing Company by the use of SWOT.The internal strengths of Gongbing Company are:excellent enterprise infrastructure and production capacity,advanced process production technology and equipment,and also its products are equipped with local characteristics;the internal weaknesses are:inadequate publicity,product differences are not that obvious,and a single marketing means;external opportunities are:Internet + epoch,the improvement of economic level,consumers' increasing needs for bean products;external threats are:severe product homogeneity,the increase of competitors,market shares are gradually decreased and people start paying much more attention to the food safety issues.We make a detailed understanding for the competitors in bean products industry at the same time,and we are in good control of the competitiveness situation of Gongbing Leisure Dried Bean Curd.Finally,this essay analyzes 4P strategies of Gongbing Leisure Dried Bean Curd of its marketing,including the contents of product strategy,price strategy,channel strategy and promotion strategy.And it also puts forward that supporting measures for implementing brand marketing strategy will start from the respects of strengthening brand culture,strengthening brand loyalty,strengthening brand image and strengthening employees' brand marketing awareness.