Influence Factors Theoretical Model of Agribusiness Brand Marketing Strategy

摘要

Currently, as problems of food safety becoming increasingly serious, re searches on agribusiness brand marketing related with food safety have been con cerned. It is of vital importance to study influencing factors of agribusiness market ing strategy, function mechanism of influencing factors in order to get excellent per formance with appropriate brand marketing strategy. Literature review, deep inter view, comprehensive observation and brain-storm are adopted in theoretical model construction of brand marketing influencing factors and proposition of eight hy potheses, 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 capa bility and reforming group policies. Similarly, market orientation could be upgraded from four aspects including competitor orientation, consumer orientation, informa tion processing ability and function coordination so as to enhance the level of brand marketing strategy of agribusiness.