The Research On The Improvement Of Hunan HL Company's Brand Management Strategy

The development of daily ceramics products in China is relatively slow,which is the industry of the unpopular.But with the improvement of people's quality of life,there is a growing demand for the quality of everyday consumer goods.Consumers are paying more attention to the needs of daily ceramics and the needs of health and environmental protection.As OEM production enterprises,the company faced with the problem of brand management of lacking experience,.The brand management experience is not enough,did not establish effective B2C brands,which products in the domestic market recognition is not high.These problems not only unfavorable to sustainable development of the company,and in the increasingly fierce market abroad,the company did not establish an effective brand strategy,which will be struggling in the international market.This article has looked at a number of books on brand marketing and brand management,as well as a number of examples of the development of corporate brands.Through these documents,the theoretical basis of this paper is determined.Firstly This article use the introduction of the daily-use ceramics industry as the beginning,mainly introduces the history of origin-liling ceramic,and through the analysis of the HL company brand management situation,to introduce the company's management and the problem of the HL brand management.Secondly,through the PEST analysis method,the macro environment analysis of HL Company was analyzed,and the competition environment of ceramics industry was analyzed through the porter's five force model,and analyze the internal and external situation of the company,explained the shortcomings and development opportunities of HL brand management in detail.Lastly,Through the theory of brand development,the new brand management strategy is proposed in detail.Based on the objective data of the above analysis and the actual operation of HL company,the conclusion is:The HL company of the new brand solutions from within the company and implement brand management strategy,the organization structure.Adjustment,management system construction and so on will spread brand strategy from inside to outside.Then re-position new brands,identify new brands face to the younger consumers,and promote trends and health strategies.This paper,on the basis of studying the formation and development of daily ceramic market,emphasizes the importance of brand management in the development of industry.The theory and practice at home and abroad which provides theoretical support and practical experience for the development of ceramic enterprise brand.Through the research in this article,we hope to promote the process of the branding of daily ceramics,and Improve the competitiveness of the HL company in the market,and help to build the internationally influential brands.