A Research To The Strong Company Brand Building Of XIZHENG PRINTING CO.,LTD.

XIZHENG PRINTING CO.,LTD. is a professional company of the security printing services and processing. Printing industry is traditionally mature both international and domestic, XIZHENG PRINTING CO.,LTD. has a history of 20 years in the printing field, its technology , processing, services, management, marketing human resources, etc. are essentially the same as the traditional model . Over years the company, with its accurate positioning in the marketing-place and the correct leadership of the management group, has gone through a more long-term stable and progressive growth of healthy development. However, printing enterprises are obviously in a super-saturation point in the domestic, the original advantage of the market of XIZHENG PRINTING CO.,LTD. is also facing severe shocks,the gap of its leading technology and others is gradually narrowing, the traditional marketing means have not got clear competitive advantage. The development has encountered bottlenecks to increase rapidly. With the continuous improvement of the importance of brand, brand has become a major topic, the printing industry is no exception. This article applies the theory of brand building and management, to analyze why XIZHENG PRINTING CO.,LTD. started brand war in the traditional printing industry ,how it created a famous brand in the printing industry, and how it communicated and managed a brand, how it used the power of brands to win more issues, such as marketing research, then draws a view to the future marketing, aims to have practical guidance for XIZHENG PRINTING CO.,LTD.This article has nine chapters. Chapter 1: Introduction part. Summary the background of XIZHENG PRINTING CO.,LTD.To create a strong brand,the brand in the printing industry and the purpose of this paper. Chapter 2: Why so much growing concern about corporate brand, analysis why major Chinese enterprises are increasingly emphasizing on brand. Chapter 3: the meaning and features of a strong brand, First the meaning of brand and brand equity, then proceeding to put forward a strong brand identity and the creation of a strong brand enterprises could enhance the competitiveness of enterprises in a major role. Chapter 4: Why printing enterprises create brand? Analyses the reasons of the printing industry creating brand, the success of the status quo of the industry experience. Chapter 5: the necessity for XIZHENG PRINTING CO.,LTD.to create brand, how Company Profile is adopted by the XIZHENG PRINTING CO.,LTD.The status of brand of XIZHENG PRINTING CO.,LTD. ,and why the printing industry must create strong brand. Chapter 6: the brand positioning and brand building of XIZHENG PRINTING CO.,LTD.. applying for brand recognition theory and the practical business of XIZHENG PRINTING CO.,LTD., and proceeding to put forward the its brand strategy. Chapter 7: the choosing strategy of brand elements of XIZHENG PRINTING CO.,LTD. , applying to the theory of the brand elements, from the name, logo, advertisement and packaging four aspects , analyzing how XIZHENG PRINTING CO.,LTD.. chooses conducive elements for the creation of the company's brand, and putting forward my own ideas. Chapter 8: brand integrated marketing communication strategy of XIZHENG PRINTING CO.,LTD., from the general brand marketing communication tools , strategies, customers, business characteristics, market environment, geographical and printing procurement perspective mode, then selects the brand marketing communications strategy of our company. Chapter 9: Conclusions and recommendations. Here XIZHENG PRINTING CO.,LTD.is summed up in its operation and management practice ,its brand of thinking , the awareness of brand marketing and its brand lasting accumulation enterprises must continuously promote the overall competitive enhancement, then put forward my own proposals.