Academic Journal of Business & Management, 2023, 5(25); doi: 10.25236/AJBM.2023.052519.
Chen Yingting1, Zhong Ermei2, Zhang Yani3, Chen Xiaojun4, Li Jiaying5, Gong Xiongyan6, Zhong Zetong7
1School of Economic, Guangzhou City University of Technology, Guangzhou, China
2School of Economic, Guangzhou City University of Technology, Guangzhou, China
3School of Management, Guangzhou City University of Technology, Guangzhou, China
4School of Computing, Guangzhou City University of Technology, Guangzhou, China
5School of Management, Guangzhou City University of Technology, Guangzhou, China
6School of Foreign Languages, Guangzhou City University of Technology, Guangzhou, China
7School of Economic, Guangzhou City University of Technology, Guangzhou, China
As a big country in grain production, China has a variety of rice brands, among which people are familiar with Wuchang rice. Wuchang City is a typical agricultural county (city), an important commodity grain base of the country, one of the top ten advanced counties of national grain production, and one of the top five counties of national rice. The high-quality natural resources of Wuchang City give Wuchang rice a unique quality. Today,' Wuchang Rice'has become a rice product with five laurels of China Geographical Indications Protection Products ', certificate o of Origin Trademark ',hina F Famous Brand Products ', Hina F Famous Brand Agricultural Products ', and China Famous Trademarks ', with only one Wuchang in the country. Firstly, through a large amount of literature and official data collection, this paper briefly reviews the existing literature research on the development status and brand competitiveness of Wuchang rice at home and abroad and clarifies the main concepts, such as brand competitiveness of Wuchang rice, and the main theories, such as brand marketing and competitive advantage, so as to establish a basis for studying the marketing strategies that affect the brand competitiveness of Wuchang rice. Secondly, through questionnaire analysis, field research, and access to relevant information, the development status and existing problems of the Wuchang rice brand are analyzed. Combined with marketing concepts based on consumer purchase behavior, the competitive advantages of Wuchang rice are analyzed from the four dimensions of the 4P theory. Starting from the quality, price, and brand strategy advantages of Wuchang rice, the competitive advantages of Wuchang rice are summarized. Furthermore, the successful experience of Wuchang Rice in marketing and brand building is discussed in depth. According to the analysis results, relevant constructive suggestions are put forward for the development of the strategic advantages of Wuchang rice.
Wuchang Rice, Competitive Advantage, Marketing Policy
Chen Yingting, Zhong Ermei, Zhang Yani, Chen Xiaojun, Li Jiaying, Gong Xiongyan, Zhong Zetong. Research on the competitive advantage of Wuchang rice under the concept of product marketing. Academic Journal of Business & Management (2023) Vol. 5, Issue 25: 127-134. https://doi.org/10.25236/AJBM.2023.052519.
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