Research On Brand Marketing Strategy Of Baojiang Company

Since the reform and opening up 40 years ago,Chinese automobile enterprises have greatly improved the production technology of cars by acquiring foreign automobile enterprises and assimilating foreign technology,and new models have emerged in endlessly.Every automobile enterprise is upgrading and transforming,especially in the selection of automobile manufacturing materials.More and more automobile enterprises use high strength steel instead of low strength steel to reduce automobile self-weight,so as to reduce automobile fuel consumption and meet the emission standards formulated by the state.This has brought opportunities and challenges to Baojiang Company,which entered the automobile steel market later.On the one hand,the national policy of vigorously developing new energy vehicles has brought many opportunities to Baojiang Company’s new business;on the other hand,with the acceleration of supply-side reform process,a series of measures such as inventory removal and capacity removal have posed great challenges to the development of Baojiang Company.Faced with this situation,there are still many problems in the process of implementing the brand strategy of Baojiang Company.The traditional product-oriented marketing model can no longer meet the long-term development strategy of Baojiang Company.Therefore,strengthening brand building and accelerating the implementation of brand marketing strategy become the key for the company to gain market competitive advantage in the future.Based on the modern brand marketing theory,this paper uses PEST and other analytical tools to analyze the macro-environment of Baojiang Company’s development,and concludes the opportunities and challenges of Baojiang Company’s development.Then,using the brand marketing strategy and SWOT analysis theory,find out the advantages and disadvantages of Baojiang Company in the specific operation,and analyze the causes of the problems.Finally,the use of brand marketing theory to study the internal and external brand marketing strategies of Baojiang Company,to carry out brand marketing activities for the follow-up of Baojiang Company,and constantly improve the innovative marketing methods with the times,so as to achieve the purpose of improving the economic benefits of Baojiang Company.