Brand Marketing Strategies in the Export of Maoming Litchi

The thesis gives the brief overview of the development of Maoming litchi industry: it has the largest scale base and the output keeps going up; it has varieties of species and lots of famous special products; its standardized mass production ensures the safety of the products; the products go to market early with a broad range of sales; it has industrialized fruit production and deep product processing technology. After an introduction to the general situation of the export of litchis in China, the thesis introduces the current situation of the export of litchis in Maoming in terms of the continuously increasing exportations and the continuous expansion of the market and then, based on these, the thesis analyzes the existing problems in the export of Maoming Litchi: first, lack of brand awareness results in products with no brand; second, the instability of quality acts as a drawback to the exportation; third, fresh litchis are the main exportations, and the packaging and transportation technology of products are weak and thus the overseas markets are by no means well-explored. In order to adapt to the accelerating economic globalization, seize new opportunities for economic development, promote litchi exports from sluggish to healthy development and thus come to the successful transition of Maoming City as an agricultural city to a strong city in agricultural science and technology, corresponding strategies of the brand marketing of Maoming Litchi are put forward in the thesis: first, to enhance brand awareness and make it a famous brand; second, to build bases for litchis’ export and make Chinese litchis known worldwide; third, to pay intensive attention to the preservation of litchis and propel industrial management; fourth, to improve the market distribution system and open up the international market.