Research On TDY Company Based Communication

With advance of the Socialism economic system reform in our country, SMEs, as an important component of Socialism economics, have got more and more attention. This thesis takes wine industry as an example, from the perspective of brand communications to explore the solution of survival of SMEs in the market. Wine industry is a traditional industry in China, and it is also full of vitality in the excellent environment of China's sustained economic growth and rising national income. Competed by massed strong opponents, many small and medium enterprises in wine industry are facing severe challenges while maintaining the survival and development. Brand development is the only way out before them. This thesis, from the perspective of brand communication, analyzes the problems existed in TDY and tries to seek a solution, to explore the growth mode of small and medium enterprises in wine Industry.This thesis starts from brand communication theory, highlights three kinds of modes of communication, word of mouth marketing, experiential marketing and event marketing. The characteristics suitable to facilitate SMEs in wine industry to improve communication effects are stress on. Through the status quo analysis of TDY Company, the author finds that there existed the following problems, such as spread dissemination of the themes in brand communication, weak strength of the channels of brand communication, and unstable input in brand communication. Combined with the analysis of current condition of wine industry, the author finds that wine industry has a promising market. Although strong opponents are everywhere in the market, effective brand communication strategy still can facilitate the SEMs to win the survival of small liquor business and development opportunities. By current status analysis of TDY's brand communication, we found that the following problems, such as brand communication themes scattered, weak channel of communication and the dissemination of investment instability. As a result, in the design of wine SMEs brand communication mode, this thesis starts from strategy and put forward five directions in the target market by analyzing the principles of TDY brand communication strategy development. Then, the author proposes a comprehensive model of brand communication channel in TDY brand communication channel design, to provide a reference model of brand communication pattern for SEMs in wine industry.This thesis is divided into five parts. The first part describes the purpose, significance and research methods of the study of wine SMEs brand communication; The second part summarizes the current brand communication theory, elaborated, highlighting three kinds of communication modes, including word of mouth marketing, experiential marketing and event marketing; The third part by analyzing the current conditions, characters of products channels, customer demand and brand communication, and wine industry, finds the problems existed in TDY brand communication; The fourth part analyze the current conditions of wine industry, based on the theories and the requirements for inner development of the firm, and designs the pattern TDY brand communication; The fifth part describes the implementation process and effect evaluation of TDY brand communication pattern.