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1、ABSTRACTAftertheturnofthetwenty-firstcentury,thepetindustrywhichhasbecomeanimportanteconomicgrowthpointinwesterndevelopedcountrieshasgrownrapidlyagainstagenerallystagnanteconomyintheworld.Thepetindustryinemergingmarketswhichgrowsmorerapidlywillbethepoint
2、ofeconomicgrowthforthenextperiod.Aseconomicgrowthandtheimprovementofpeople’slivingstandards,petproductsaredemandedmoreandmoreinChina,especiallypetfood.Atthesametime,thepetfoodindustryisinanewstageinChinaandprovidesagoodopportunityofdevelopmentfortheChina
3、AnimalHusbandryGroup(CAHG).Intheeraofmarketeconomy,brandhasbecomeanimportanttoolforenterprisestooccupymarket.Intoday'seconomicglobalization,China'senterpriseswanttosurviveintheglobalcompetition,mustattachimportancetobrandstrategyonthestrategicheight.Inth
4、ispaper,startingfromthedevelopmentof"TaoTao"brand,theauthorprimarilydealswiththebrandconstructionduringaseriesofworktodoasystematiccomb,withfocusesonsomeoftheimportantactivitiesintermsoftheirrolesinthebrandconstructionandanin-depthdiscussiononthe"TaoTao"
5、brandstrategy.Inthedevelopmentofinternationalanddomesticpetfoodindustrybasedonananalysisofthecurrentsituationandproblems,combiningthestudyof"TaoTao"branddevelopmentstrategy,theauthorputsforwardspecificguidelinesandproposalswithrespecttobranddevelopmentdi
6、rectionsforCAHG.Inthispaper,theauthorcombinestheoreticalanalysisandcaseanalysis,PESTanalysis,Five-forcesModelandSWOTanalysismethodinproposingthestrategicplansandactionsforCAHG,theresultofwhichisnotonlyusefultoCAHGinparticular,butalsobeneficialforthedevel
7、opmentoftheanimalhusbandrycompaniesinthepetfoodindustryingeneral.Theauthorhopestheresearchconclusionswillserveasguidelinesforotherstate-ownedenterprisesinemergingindustriesinChina.Keywords:Petfood,CAHG,Brand,Strategy,ResearchII万方数据目录第一章引言................
8、....................................................................................................11.1研究背景...........................................................................................................11.2研究目
