Jiangling Yusheng Brand Promotion Strategy

With the social progress and the rapid development of economy,the market competition environment and means with the past has undergone great changes,market competition has become increasingly fierce,but in the fierce market competition environment,the enterprise wants to achieve sustainable development and continue to win,no longer only the product competition,but between the enterprise brand the brand competition in the development of enterprises play a more and more important role.As a well-known local enterprise in Jiangxi Province,Jiangling Automobile has become famous in Jiangxi Province,and it can be known as a household name.But customers are relatively new to the brand new SUV brand.Brand awareness and influence are very limited.In the brand promotion strategy on how to conduct precise positioning of Yusheng brand,how to effectively use the media better marketing channels and effective integration of resources is particularly critical.In this paper,based on the relative theory of brand promotion,and through the Jiangling Yusheng brand promotion content,the analysis of the marketing channels,promotion way,has been clear about the status of Jiangling Yusheng brand and brand promotion.Then using PEST analysis and five models respectively for domestic SUV market macro environment and industry environment analysis,it through the two dimensions of Jiangling Yusheng brand the purpose of brand marketing environment analysis.At the same time,using the questionnaire analysis,the consumers of Jiangling Yusheng brand recognition and brand promotion research,after the analysis and statistics,and it is concluded that the Jiangling Yusheng brand the optimized plan for the brand promotion.Jiangling Yusheng brand the brand promotion plan from the content of brand promotion,brand promotion and brand promotion way three aspects,which requires enterprises in the use of effective media resources channels of publicity,product positioning,and improve after-sales service,experience and active in public welfare undertakings under full time,strive to be a new round of competition in the industry.With Jiangling Yusheng Brand as a case study,this paper explained the related theory and according to the practical problems of automobile brand promotion strategy,is to provide assistance to the enterprise brand promotion,help enterprises enhance brand awareness,in order to gain more market share,at the same time to Jiangling motors and other state-owned auto makers also has a certain practical significance.