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Influence Factors Theoretical Model Of Agribusiness Brand Marketing Strategy

Y. Ding, Yanmei Xu, Y. Peng
Published 2013 · Business

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Currently, as problems of food safety becoming increasingly serious, researches on agribusiness brand marketing related with food safety have been concerned. It is of vital importance to study influencing factors of agribusiness marketing strategy, function mechanism of influencing factors in order to get excellent performance with appropriate brand marketing strategy. Literature review, deep interview, comprehensive observation and brain-storm are adopted in theoretical model construction of brand marketing influencing factors and proposition of eight hypotheses, which are proved by large samples of questionnaires. The results are: the dynamic capability and market orientation of agribusiness are connected with brand image strategy, brand location strategy, brand extension strategy and brand relations strategy. The dynamic capability could be improved by acquiring unique resources, upgrading market strain capability, enhancing resources integration capability and reforming group policies. Similarly, market orientation could be upgraded from four aspects including competitor orientation, consumer orientation, information processing ability and function coordination so as to enhance the level of brand marketing strategy of agribusiness.
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