Abstract:

This article elaborates the meaning of the modern egg enterprises from the perspective of the whole industrial chain. Based on the existing theories of brand positioning at home and abroad and combined with the current modern egg enterprises’ brand positioning and challenges, we come up with the modern egg enterprises’ brand positioning model, and then with it discuss the brand positioning strategies of the modern egg enterprises in future, that is, adjusting the marketing strategies and establishing a long-term brand positioning program; subdividing the minds of consumers and satisfying a higher level of consumers’ needs; establishing a dynamic competition reference set and expanding the common points of competition in a reasonable way; expanding communication and enhancing brand association with the help of combining the whole industry chain and experience marketing; deepening the brand essence, regulating employees’ behavior and guiding the direction of enterprises’ development.