| Brand is the intangible assets of an enterprise and the comprehensive embodiment of enterprise value.It promotes and witnesses the development and growth of an enterprise.Brand development is the general trend,and the implementation of brand strategy is to make the brand "out of the circle".An excellent brand strategy can help enterprises avoid risks in market competition and build core barriers and value heights in the market.Under the background of digital economy,brand development is moving towards the 2.0 era,and the wave of "Internet+" is sweeping in.People’s lifestyle and consumption habits have undergone great changes,and traditional enterprises and brands are also undergoing brand new upgrades.In such a fierce impact of traditional culture and emerging fashion culture,the use of brand strategy as a"booster" to help the brand break through the circle,for the special industry of agricultural products,is both an opportunity and a challenge.From poverty alleviation to rural revitalization,and from local specialties to specialty agricultural products,the brand development strategy has played a prominent role in the supply-side structural reform of agriculture.Ningxia,relying on unique geographical advantages and regional advantages,according to local conditions,vigorously develop characteristic industries,cultivated Ningxia wolfberry,Ningxia cabbage,Ningxia milk and a number of regional public brands,gave birth to a number of successful on the road to brand wolfberry brand,B wolfberry company brand is one of them.In this paper,the brand of B Wolfberry company as the research object,combined with the brand development and brand strategy and other related theories,the use of literature research,case analysis,interview method,questionnaire method,the use of PESTEL model,Porter’s five forces model,SWOT model,the internal and external development environment of B company is comprehensively analyzed,on the basis of field research and in-depth interview,Explore the current brand strategy and brand development status of B Wolfberry company,found that B company in brand mode selection,brand personality,product research and development and innovation,product price strategy,brand promotion and other aspects there are still many problems.Based on these problems in brand development and brand strategy,combined with internal and external development environment,with the help of CCDV-TP model(Create,Communicate,DeliverValue,Target,Profit),this paper aims at the actual development of B wolfberry company,The system optimization path is put forward in the aspects of brand decision-making and mode selection innovation,brand identification strengthening and new media promotion,scientific brand extension layout,demand-oriented differentiation positioning,brand management and planning,and the relevant safeguard measures are put forward in the aspects of organization,team,manpower,system,information,capital,culture,etc.Ensure the smooth implementation of the optimized brand strategy.This article aims to help B wolfberry company in product homogenization increasingly serious situation break through,help enterprises to establish a strong brand,improve product competitiveness,establish customer stickiness,expand market share,so that "quality+brand" become the real ace,help hundred years of brand dream to be realized.Also for other agricultural products brand of Ningxia and even the national "out of the circle",to find the path direction for reference,to provide case reference and practical application value. |
