SW Company Brand Development Strategy Research

At present, dairy products have become an indispensable part of Chinese food, the state is vigorously promote green and healthy dairy consumption. The brand of dairy products become more and more important because the market of high-quality dairy products establish rapidly with consumption upgrade and industry consolidation. SW Company is a dairy enterprise which is growing continuously with their major production is high-end Pasteurized Milk, how grasp the opportunity and make a strong brand is a main problem for SW Company. This paper will focus on the study of SW company's SW brand,analysis of it's operating conditions, market conditions and brand development status, planning his brand development strategy, make SW company can make use of the brand advantage effectively, open up it's market, evolution for enterprises to adapt to market competition, create a main skill for the core product.This paper start from the current situation of production and management of SW company, based on the theory of Brand and Brand Strategy,through literature analysis, questionnaire investigation, PEST analysis, SWOT analysis and other methods, discuss and research on the development strategy of SW brand. Conclusions of the study, SW company's development can not be separated from the support of the brand strategy. There are still some problems in the brand strategy of the present stage, for example, the connotation of the brand is not clear, the spread of the brand is not comprehensive, lack of brand culture, etc. SW brand should develop the corresponding strategic objectives, clear brand positioning, dissemination of content and maintenance of development, do a good job in brand crisis at the same time. Clear corporate culture, insist on the quality effect, concentrate on the technological development and innovative service on strategic security. Do a good job in brand promotion, formulate brand development planning accordingly and protection measures based on it's facts of the situation, in this way, SW Company and other dairy enterprise may find some references in this paper.