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Taking significance into account, it is worthwhile to note that brand strategy matters in at least three aspects:
To start with, it is indispensable to implement brand strategy when it comes to increasing the competence of agriculture products. For a long time, the growth of agriculture revenue and farmers’ income in China is restricted by lack of competence. In foreign market, agricultural products from China are often branded as worthless and fame-less. In this case, it is necessary to implement brand strategy as it symbolizes an identity, in other words fame and value.
Moreover, as people’s living standard improves, they need brand to gain better satisfaction as brand not only means more value and credibility but also spiritual consumption. Besides, it is inevitable that requirement for brand comes after an increased consumption level.
Last but no least, it is necessary to implement brand strategy to break the barricade in international trade, for the reason that the longer China enters WTO, the more challenge it will face. Thus, it possess significance for China to implement brand strategy and raise the quality of its agricultural products.
1.2 Contents and Methods of Research
Basing on the current situation of Xuyi Crayfish, this paper is meant to research the ways to enhance the brand construction of Xuyi crayfish from the perspective of necessities and measures.
By combining qualitative and quantitative analysis as well as normative research and empirical research, this paper has taken the following ways to research:
In documentary research, theories and policies in this field has been collected and analyzed in the order of year to give a skeleton of the theoretical development in this field.
In field research, experience of Xuyi Crayfish has been analyzed in order to offer a model for agricultural products.
1.3 Research Framework
This paper consists of six chapters. In the first chapter, introduction to purposes and significance of research as well as contents and methods of research are given. In the second chapter, literature review is, as a reference to write this paper, is given. The third chapter analyzed necessities to implement brand strategy in three aspects. The fourth chapter offers suggestions to improve the brand strategy of Xuyi Crayfish. In the fifth chapter, conclusions are given. And, the last chapter lists materials referred to in writing this paper.