Research on green food brand development strategy of ZY Company
Abstract
In China, green food belongs to a pioneering field. Through decades of continuous
innovation, a set of uniqueagricultural product quality and safety systemhas been
established and improved, and a safe, healthy, high-quality and pollution-free agricultural
product brand has been created in China. At the same time, the development of green food
has played a unique guiding role in promoting the standardization of agricultural production,
improving the quality of agricultural products, guaranteeing agricultural product safety,
promoting agricultural efficiency, and in the process of poverty alleviation and income
increase for the majority of farmers in our country. In order to improve the competitiveness
and brandvalue of greenfood, domestic andforeign green foodcompanies have
continuously increased their awareness of optimizing brand development strategies. As the
competition in the food industry continues to intensify, green food companies need to pay
full attention to product quality and brand promotion. Through the implementation of brand
development strategies, the value of green food brands can be increased, and the brand’s
market share can be effectively increased. The enterprise continues to expand. Therefore, it
is very urgent and important to establish and optimize the brand development strategy of
green food companies.
Based on the relevant theoretical basis of brand strategy research, this article first
analyzes the development of ZY Food Co., Ltd. from four aspects: development history,
business scale, business status analysis, and current status of green food brand building.
Secondly, using PEST and SWOT analysis methods and questionnaire surveys to conduct an
in-depth analysis of the current internal and external environment of the ZY green food
brand, the problems and reasons in the development of the green food brand, and further
study the ZY Food Co., Ltd. own The advantages, development opportunities, disadvantages
and threats that need to be faced. Research and analysis show that ZY has problems such as
unclear brand positioning in the development of green food brands, brand promotion
methods that need to be improved, insufficient brand extension capabilities, and imperfect
brand risk control management. Finally, in response to the existing problems, the brand
strategy goals of building the core value of the green food brand, increasing the brand market
share and maximizing the brand value are proposed, and the green food brand is proposed
from the brand positioning, brand promotion, brand extension and brand maintenance. The
specific measures of the strategy. The research will help strengthen the optimization and
improvement of ZY's green food brand strategy, increase consumer satisfaction with ZY and
its green food, and further increase the market share of ZY's green food, thereby effectively
enhancing its market Competitive advantages.
Key words: Green food; Brand development; Strategy research
目录
第 1章绪论................1
1.1研究的背景、目的和意义...............1
1.1.1研究背景............1
1.1.2研究目的............2
1.1.3研究意义............2
1.2国内外研究现状.................2
1.2.1国外研究现状...........2
1.2.2国内研究现状...........4
1.2.3研究现状述评...........6
1.3研究内容和方法.................6
1.3.1研究内容............6
1.3.2研究方法............7
1.4研究创新点..................8
第 2章相关概念及理论基础................9
2.1品牌发展策略理论概述............9
2.1.1品牌发展策略概念..........9
2.1.2品牌发展策略理论..........9
2.1.3品牌发展营销理论...............10
2.2绿色食品与及其品牌发展概述............10
2.2.1绿色食品的概念及特点..............10
2.2.2绿色食品品牌发展概况..............11
2.3绿色食品实施品牌发展策略的作用...........12
2.3.1对企业的作用................12
2.3.2对消费者的作用............13
第3章ZY公司绿色食品品牌发展状况、问题及原因......14
3.1 ZY食品有限公司概述.............14
3.1.1发展历程.................14
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