摘要：本文分析了品牌战略的目的及品牌对于企业的重要性，本文通过对中粮品牌发展过程中出现的问题，对中粮的多元化品牌战略进行分析和探索，发现中粮原始品牌战略中存在的问题，通过分析这些问题看中粮如何改善品牌战略，使集团走出困境。怎么样更好的发展企业的品牌，制定什么样的品牌战略，这篇文章有很大的借鉴性。

关键词：品牌战略、 中粮集团、发展品牌 

ABSTRACT :This paper analyzes the purpose of strengthening the brand and it's importance to the enterprise.This article by COFCO brand development process to analyze and explore COFCO  diversified brand strategy and found that the COFCO original brand strategy exists fancy food how to improve the brand strategy .Through the analysis to group out of the woods.Reference to this article can how to better develop the company brand and develop what kind of brand strategy. 

Key words: brand strategy、COFCO、  brand development