Relationship between Brand Marketing Strategies and Marketing Performance of Forestry Enterprises: A Case Study in Xinjiang Uygur Autonomous Regio

By means of theoretical investigation, this paper comes up with a research hypothesis and builds up a theoretical model of the relationship between brand marketing strategies and marketing performance of forestry enterprises. Based on the empirical analysis of 37 forestry enterprises in Xinjiang Uygur Autonomous Region, it is proved that the combination of four marketing strategies can have positive effects on the marketing performance of forestry enterprises. According to the study, the marketing performance of forestry enterprises in Xinjiang could be escalated by enhancing the application of brand image strategy from the aspects of functional image, experiencing image and symbolic image; enhancing the application of brand positioning strategy through the segmentation of objective markets, as well as the differentiation of products and prices; enhancing the application of brand extension strategy through the popularity of brand, products diversification and products correlation; and enhancing the application of products, between brands and brands, and between brands and stakeholders.