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Influence Factors Theoretical Model of Agribusiness Brand Marketing Strategy

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Proceedings of the Sixth International Conference on Management Science and Engineering Management

Part of the book series: Lecture Notes in Electrical Engineering ((LNEE,volume 185))

Abstract

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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Acknowledgements

This study was supported by the natural science foundation of Zhejiang province “research on organizational innovation and Performance improvement of private capital’s involving in agricultural industrialization in Zhejiang Province” (No: Y6090628) and by Surface project of China Post-doctoral science foundation “theory and empirical research on private capital’s involving in agricultural industrialization” (No: 20100471731).

Author information

Authors and Affiliations

  1. School of Management, Graduate University of Chinese Academy of Science, Beijing, 100080, People’s Republic of China

    Yu Ding & Yanmei Xu

  2. School of Economics and Trade, Xinjiang Agricultural University, Urumqi, 830052, People’s Republic of China

    Yu Ding & Yanmei Xu

  3. School of Economics and Management, Zhejiang Sci-Tech University, Hangzhou, 310018, People’s Republic of China

    Yi Peng

Authors
  1. Yu Ding
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  2. Yanmei Xu
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  3. Yi Peng
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Corresponding author

Correspondence to Yanmei Xu .

Editor information

Editors and Affiliations

  1. Sichuan University, Chengdu, China, People's Republic

    Jiuping Xu

  2. Quaid-e-Azam University, Islamabad, Pakistan

    Masoom Yasinzai

  3. , LeBow College of Business, Drexel University, Peck PSR Center 204, Philadelphia, 19104, Pennsylvania, USA

    Benjamin Lev

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Ding, Y., Xu, Y., Peng, Y. (2013). Influence Factors Theoretical Model of Agribusiness Brand Marketing Strategy. In: Xu, J., Yasinzai, M., Lev, B. (eds) Proceedings of the Sixth International Conference on Management Science and Engineering Management. Lecture Notes in Electrical Engineering, vol 185. Springer, London. https://doi.org/10.1007/978-1-4471-4600-1_3

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  • DOI: https://doi.org/10.1007/978-1-4471-4600-1_3

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  • Publisher Name: Springer, London

  • Print ISBN: 978-1-4471-4599-8

  • Online ISBN: 978-1-4471-4600-1

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