|
Packaging and printing industry in China presents the trend of rapid development in recent years , a market has broad prospects and great potential . But the market as a whole is facing fierce competition in the market , product homogeneity exacerbate the vicious competition , the industry tends to be low-profit . Faced with this situation , how to survive , and seek development , packaging printing enterprises face serious challenges , the the tree brand development as the only way out for the development of enterprises . In this paper, starting from a brand marketing perspective , analysis of the problems of the ZF company , come up with strategies to explore the development path . Start from the theory of brand marketing , brand and brand marketing theory , method , highlights , highlights suitable for the zF company brand marketing strategy for the implementation of part . In the analysis of the company's current brand marketing status quo , from concept design to the company 's brand marketing practice , there are some inadequacies . In the analysis of the status of the packaging and printing industry , it can be seen , although the market competitive , but the concept of brand marketing is still relatively indifferent , brand marketing strategy to win the opportunity to develop . Analyze the internal and external environment of the company , combined with the theory , design a system for the company has targeted operability brand marketing strategy program . This paper is divided into five parts . The first part is the introduction , introduces the research background and significance of research, research methods , innovation and research ideas , framework . The second part introduces the theory of brand and brand marketing . The third section describes the status of the company brand marketing focus to identify the problem in brand marketing . The fourth part is the design of the company's brand marketing strategy , is divided into six steps , through brand positioning , brand creation, brand communication , brand development , brand maintenance and brand management series of process design , to build the company 's brand marketing model . The fifth part the safeguards implementation of brand marketing , building through the organization , team building , culture and the construction of a series of safeguards implementation to achieve the purpose of brand marketing .
|