Research On The Brand Building Of Yunnan Tiger Milk Mushroom Of Company

It is a rare edible mushroom with unique taste and rich nutrient content,which is widely used in food and medicine.The cultivation of strains has been advanced through the advancement of science and technology,and Yuanmou County in Yunnan Province’s unique climate is ideal for tiger milk mushroom growth.Company A,an agricultural enterprise in Yunnan Province,employs artificial cultivation technology to cultivate tiger milk mushroom.Since the tiger milk mushroom is a new species in the domestic edible mushroom industry,most of the research at this stage is focused on the nutritional value and artificial cultivation method of tiger milk mushroom,but there is little research on the low market share of tiger milk mushroom and how to build the brand of tiger milk mushroom to increase its popularity.In this paper,we take Company A as an example to explore how the regional brand and the corporate brand can develop together to improve the core competitiveness of the company,which is a constant concern for the company in the fierce competition.Consequently,this paper proffers countermeasures and proposals to address the current issues of A corporation’s brand formation.To begin,the examination of both domestic and foreign academics on the notion of agricultural product brand building should absorb the core of the idea of modern agricultural product brand building to construct a basis for optimizing brand building.An examination of the edible fungi industry’s theoretical and practical application,as well as the evolution of the company,was conducted,taking into account both the internal and external environment encountered by businesses.Interviews,questionnaires,and other analysis methods were employed thirdly.Fourth,multi-brand strategy is immature.Finally,based on the successful cases of brand building at home and abroad and combined with the relevant literature theory,this paper puts forward two directions to change the current situation.On the other hand,based on their own,do a good job in strategic planning:from the source to ensure product quality;improve the bargaining power of enterprises.This paper provides a new idea for the brand construction of Yunnan Tiger Milk Mushroom of A company,hoping to expand the influence of enterprises,open up the market of Yunnan Tiger Mushroom,and then increase the added value of Yunnan Tiger Mushroom,promote a new industry chain and promote the revitalization of Yunnan county and countryside.