Study On The Brand Strategic Of QB Hu Sheep

QB Hu sheep company is located in Yancheng,Jiangsu Province,on the coast of the Yellow Sea.It is not a traditional pastoral area,but a grain producing area.Now QB Hu sheep can carry out large-scale industrialized,standardized,accurate and scientific Hu sheep breeding with large-scale and modern sheep houses,as well as subsequent slaughtering and deep processing,so as to create a development model of the whole industrial chain,Straw,a by-product of planting agriculture,will be consumed nearby to convert plant waste into animal protein for human consumption and turn waste into treasure.The implementation of effective brand strategy can greatly promote the high-quality development of QB Hu sheep,a modern animal husbandry enterprise,and promote the further development and growth of QB Hu sheep,so as to enrich the food basket of the people in the Yangtze River Delta and even the wider region.This paper mainly studies the brand strategy of QB Hu sheep,a mutton product.The first and second chapters plan to take QB Hu sheep as the research object,review the literature at home and abroad by using the literature induction method,and further sort out the brand positioning theory,brand communication theory and brand extension theory,so as to help QB Hu sheep clarify the objectives and construction steps of brand strategic management,and further refine the brand positioning.The third chapter combs the development status of QB Hu sheep.Through the combination of theory with practice,it is found that the problems existing in QB Hu sheep brand strategy are mainly manifested in the vague positioning of the company’s senior brand,insufficient attention to brand construction,weak brand awareness of the company’s personnel,insufficient brand promotion,incomplete product categories,lack of professional brand construction and operation talents,and management talents still focus on operation.The fourth chapter analyzes the internal and external environment of QB Hu sheep,introduces the development of Mutton Industry and the position of QB Hu sheep in the industry,summarizes the advantages and disadvantages of the research samples combined with the information in the third chapter,and then demonstrates them through scientific methods such as SWOT matrix analysis,so as to help the samples get scientific and reasonable brand strategic development goals.The fifth chapter helps QB Hu sheep’s brand strategic positioning and strategy formulation.On the basis of the previous analysis,it puts forward the brand development strategy of the sample company,including the proposal of brand vision,the proposal of brand positioning,the way of brand communication,the use of main and auxiliary brand strategies,etc.The sixth chapter puts forward various safeguard measures to ensure the implementation of brand strategy.The guarantee measures are put forward from the aspects of organization guarantee,system guarantee,human resources guarantee,financial guarantee and product quality guarantee.Through the research and suggestions of this paper,we hope to provide a scientific direction for the future development of QB Hu sheep,use the brand effect to stand out among a group of modern mutton enterprises,develop for a long time,improve their core competitiveness,create value for enterprises,find their own scientific development path in the fierce competition,and also hope to provide some reference value for the brand construction of the same type of mutton enterprises.