|
"Hongqipo" brand apple has an important role in the share of agriculture and economic development in Aksu region. With growing competition in apple’s market, "Hongqipo" brand apple is subject to continued impacts by Shandong Yantai Fuji apple, American Yiguo apple and other domestic and international famous brand apples. Although "Hongqipo" brand apple in Aksu region is excellent in quality, it has a lot of problems for a long time, such as higher price, poor service, no emphasis on brand promotion, the existence of many counterfeits, bad appearance, short time of storage, neglecting consumers and so on. To enable "Hongqipo" brand apple to achieve long-term competitive advantage in the intense competition in domestic and foreign markets, the author of the thesis puts forward that it is better to have a comprehensive understanding of the gap between it and competitive brands, establish its position in market competition and enhance market competitiveness all the time.According to Customer Value, by the use of Customer Value Analysis, the author carries out an analysis of "Hongqipo" brand and 17 competitive brands in respect of customer value, finds out the competitive advantages and disadvantages of "Hongqipo" brand, establishes its competitive position and confirms the relationship and intensity of competition between it and other brands.In the end, in view of the reality of "Hongqipo" brand apple, the author not only takes account of the results of analysis of Customer Value Analysis, but also probes and advances countermeasures to enhance the competitiveness of " Hongqipo "brand apple: lower price, strengthening the brand influence, strong sense of service, and innovative packaging.
|