The Research On Branding Strategy Of Yihai Kerry Group

Under the trend of economic globalization,the competition between markets has become more and more fierce,which made the brand become the key point in winning customers loyalty and achieving sustainable survival and development for companies.The brand is an important symbol that the products of the company go to the market.A brilliant brand is not only a symbol of the corporate image,but also a symbol of the country's strength.It can often make the company and even the country gain considerable profitability in the world.Compared with the developed countries,China's researches on the brand still stay at the traditional level.Lagging brand system construction has greatly hindered the process of internationalization of China's commodities.The constraints of internationalization of Chinese brands are mainly reflected in the following two factors: constraints from the inner and outer of the company.Constraints from the inner include a shortage of financial strength,a lack of international business talent,a lack of corporate core competitiveness,and a lack of international brand design.Constraints from the outer include a disadvantaged position of national brands,huge cultural barriers brought by cultural differences between China and foreign countries.Yihai Kerry is a diversified enterprise group invested by Singapore Fengyi International Co.,Ltd.in China that focuses on grain and oil processing,domestic and foreign trade,clean energy development,and oleochemical industry.It is also a large-scale grain and oil processing enterprise group in China.Its well-known domestic products include series of edible oil,such as "Golden Arowana","Olivia","Hu Huaji","Hong Xiang Garden".Its special oil and fat,like "Golden Flavor","Golden Delicious","Citi",are famous throughout the country.Based on the existing condition of the domestic and foreign grain and oil industry brand strategy development,this paper researches the position,goals and strategic steps of its brand development strategy and analyses the internal mechanism of brand strategy and conditions of success or failure by focusing on analyzing the brand strategy of Yihai Kali Oil & Food Industry Co.,Ltd.Throughthe investigation,we help companies implement viable brand development strategies,clarify the brand target market,determine strategic goals,build a brand strategy that suits Yihai Kerry,and take corresponding measures to expect to achieve the maximum level of corporate profits.This subject aims to point out the importance of brand strategy for China's grain,oil and food enterprises,as well as its future development direction and safeguard measures,so as to achieve the goal of a more sustainable survival and development of the enterprise.