Research On Brand Value Promotion Strategy Of Erxiangxian Yufang Rose

Agricultural modernization process continues to grow in China.Agricultural production and marketing are gradually getting rid of the constraints of small-peasant economy and marching into the critical period of commercial transformation.In recent years,the overall price of agricultural products has greatly increased.Consumption upgrading has constituted a trend.The "productization","differentiation" and "branding" of agricultural products have become the mainstream direction of agricultural development."Brand value",the core part of brand management,is an important basis for brands to participate in differentiated competition.For the extremely large number of small and medium-sized agricultural enterprises,under the constraints of limited funds,talents,management experience and marketing costs,how to carry out brand construction and management,enhance market competitiveness through the promotion of brand value,and continue to accumulate brand assets,has become an important research topic.This study takes the rose products of Erxiangxian company as the research object,and carries out a series of studies centering on the status of the company’s brand value,the problems and countermeasures of brand value enhancement.According to the research topic,this study firstly defined the concepts of brand,agricultural brand,regional public brand and enterprise brand by literature research.Along with the logic relation of brand value and brand equity,this study determined to carry out research of brand value promotion strategy on the basis of the CBBE model.In order to ensure that the theory is in line with the practice,the questionnaire survey method is adopted to investigate the difficulties and problems in the improvement of the rose brand value in Erxiangxian company.Through the analysis of the survey data,the attribute and structure of the obstacles to the improvement of the brand value are found.In order to find causes of brand value enhancement related problems,indepth interviews were conducted over the CEO of the enterprise,the product manager,representatives of dealers and consumers.Combining the theory of brand equity and brand value of problems and analyzing case by case,this study found causes of the problems rooted in brand significance,connotation,response and resonance.Finally came up with the brand cognition system optimization strategy,brand image upgrading strategy,brand response strengthening strategy and brand relationship strengthening strategy to support the rose brand value enhancement.The purpose of this paper is to find generally applicable factors related to brand value promotion difficulties in agricultural enterprises through case studies of the brand construction of Erxiangxian Company.On the one hand,this paper carries out promotion strategies for the brand value of Erxiangxian Yufang Rose,and on the other hand,it gives theoretical reference for other similar enterprises,and enriches the theoretical research in this field.More importantly,as small and medium-sized enterprises are affected by short-term profit pressure,the accumulation of brand equity and brand value in the long term are easily neglected,so the research of this paper provides them with rich practical enlightenment on the brand value promotion and management.