Research on the International Brand Strategy of Agricultural Products

DOI

10.2991/snce-16.2016.17How to use a DOI?

Keywords

Agricultural products brand; Brand internationalization; International strategy; Strategic decision-making; Strategic rationale

Abstract

The current market competition has from the pure product competition to brand competition, brand competition from domestic to international. However, the road of the agricultural products brand international has been a lot of confusion and misconceptions. This paper discusses meaning and necessity about the internationalization strategy of agricultural products brand; analysis of agricultural brand internationalization strategy game equilibrium decision premise; studied dimension on agricultural products brand internationalization strategic decision rationality; international brand of agricultural products rationality and brand asset value correlations were the focus of exploration. Studies show that only meets the requirement of reasonableness, agricultural products enterprises brand internationalization strategic decision to implement it.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ningning Yan
PY  - 2016/09
DA  - 2016/09
TI  - Research on the International Brand Strategy of Agricultural Products
BT  - Proceedings of the 6th International Conference on Social Network, Communication and Education (SNCE 2016)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://doi.org/10.2991/snce-16.2016.17
DO  - 10.2991/snce-16.2016.17
ID  - Yan2016/09
ER  -