R Company Brand Promotion Strategy Research

Under the circumstance of "new normal"of chinese economy,the competition between enterprises is becoming increasingly fierece.Competition form was changed from relatively pure scale competition,product compition and price competition to the company comprehensive strength competition.Among all forms of competition,brand competition has already become an important weight to achieve great business success.Based on the theory of marketing,brand building and brand management theory etc.,and with R company as a specific research object,the paper mainly focuse on the research of macroeconomics and policy environment,as well as market competition environment in which R company is developing business.Problems among brand cultivation and management will be discussed and key factors which may affect brand competitiveness will also be analyzed.On this basis,brand strategy for R Company especially the brand positioning,brand planning,brand management and development,etc.will become the most important part of the content,and puts forward the concrete methods of how to effectively implement the strategy of brand promotion.In this paper,the result of the study not only provides R Company the long-term practicable development strategy and plan but also a reference material for the brand construction of enterprises in the same industry.