The Research Of The Brand Strategy For Shandong Lihua Company

Brand strategy is the eternal topic of the company. At present, theflour processing enterprises in China, especially the small and mediumprivate enterprises all have backward and serious excess capacity.Besides, the food safety problems of wheat flour and wheat flourproducts processing industry is becoming a major concern. Besides, theproduct structure is not reasonable and the traditional enterprisemanagement mode is faced with big challenge. At present, fortified flourand tailored flour’s research and development is far behind and thedeep processing of products’ ability of wheat flour enterprises is notstrong, which had a bad effect on the flour processing enterprises. Asa result, many small and medium-sized private enterprises were losingmoney or even went bankrupt. And some survivors from the competitionof the enterprises are still facing the serious survival, anddevelopment’s problems. In the increasingly fierce competition of themarket, there is no denying that flour industry’s competition mainlydepends on the strength, brand, scale, resource’s competition. Theflour processing enterprises which have major advantages over otherrivals on these aspects will stand firm and invincible. Therefore,whether it is appropriate to choose strategic choice of brand strategydirectly affect the success or failure of the enterprises.Shandong Lihua Flour Industry Co. Ltd. was established in February2001.After several years’ development, it has become Zibo’s largestfood processing enterprise, become one of the top enterprises of thefood processing industry in Shandong Province, and enjoyed greatreputation in our country. However, the company had a series of problemsin the enterprise’s development and market competition, including thebrand construction, the implementation of the industrialization ofscientific and technological innovation, product structure adjustment,and so on. Especially, the food security is more and more sensitive today,so the brand has a great impact on the consumers’ purchase behavior. Improving the brand strategy to enhance the core value of the producthas become the focus of the flour processing enterprises. Based onthis, the core development of Lihua Flour Industry is still to developtheir own brand strategy, carry out the regional brand construction,and promote the brand’ influence.In the thesis, First, introduced the research background,expatiates the significance in theory and practice, this paperintroduces the theory, method and content of the article; secondly,reviews the relevant theories and current status of domestic and foreignbrand and brand strategy, especially the PEST analysis theory, the SWOTtheory and the "Five Forces Model"; again, I mainly through theinvestigation of Shandong Lihua Flour Industry Co. Ltd face limitedcompany’s current operations and brand management situation, in-depthanalysis of companies face internal and external environment, themacroeconomic environment, industry environment, competition and theexisting resources, core competence theory, and the use of strategicmanagement and marketing of the brand and brand strategy, try topractice brand strategy theory and Shandong Lihua industry face limitedcombination, the final SWOT overall brand in Shandong on the stage ofLihua surface Industry Co. Ltd as an opportunity to choose and makeanalysis, suitable for long-term development of Shandong Lihua industryface limited system of brand strategy: brand positioning, establishdifferential enhancement strategy the promotion and implementation ofscientific brand, enhance the " Lihua " brand value, improve thecompany’s core competitiveness.