Research On The Passenger Brand Construction In LZ Group Co.LTD.

"Brand" is popularity.With popularity,it has the power of cohesiveness and diffusion,and becomes the driving force for development.In order to guarantee the competitiveness,we should build the brand.However,brand building is not achieved overnight.It is a process of facing problems,constantly optimizing and perfecting ourselves.In this paper,LZ Group Co.,Ltd.as the research object,around the construction of its passenger transport brand research.LZ Group Co.,Ltd.belongs to the traditional institution,and the thought of the iron and old company is deeply rooted in the majority of the group.Because of the restriction of the traditional concept,it makes it face the fierce competition in the passenger transport market in the process of brand building,and the consumer group is difficult to accurately locate,and cannot highlight the service characteristics of its own passenger brand.The bottleneck for the construction of the company's passenger transport brand.To this end,LZ Group Limited passenger transport brand building research is very urgent.The paper first reviews the development process of LZ group's passenger transport brand construction,and summarizes its passenger brand service mode.Then through the way of the market survey,we get five deficiencies in the construction of passenger brand: First,the visual identification of the global passenger brand is not uniform;The second is not high attention to the brand research;The third one is the brand construction management is not standardized;The fourth is the brand construction disorder;And the fifth is the lack of brand marketing and marketing innovation.On this basis,this paper puts forward more perfect ideas and specific countermeasures:(1)Taking "train +" as the core of the concept,through the visual role of the company brand logo,the integration of more local elements,brand logo symbols become vivid and image,so as to form a unified and clear visual presentation of brand recognition.(2)Pay attention to market research and analysis,and implement accurate brand positioning.According to its own brand positioning,identify brand differences,mold their own brand beliefs,maximize the launch of the same brand as the target group properties,improve the targeted services,quantify the differentiation strategy,avoid the homogenization of commodity properties,and avoid the quality of service and the homogenization of the level.(3)Strengthen brand building management and enhance brand service value.We should focus on cultivating a brand service operation team,while improving the construction of brand service organization of LZ Group Co.,Ltd.,we should continue to deepen the construction of brand train functionalization,further excavate service functions,form service features,improve brand loyalty,and form the "closed loop" of brand service;(4)Highlight the cultural characteristics of brand.To promote the development of sub brand construction.By adopting the strategy of building the mother and child brand,the brand construction is carried out on the basis of the main brand of the "Silk Road Express",and two sub brands of "Silk Road Station" and "special brand special column" are created.(5)Innovative brand marketing promotion and brand awareness.Through the effective use of new media platform brand promotion plan,highlighting its brand culture characteristics,breaking through the bottleneck of brand building.Based on the market survey,the research and development of LZ Group Limited company passenger service brand construction countermeasures,to further enhance the company brand construction level,enhance brand awareness,thus steadily improve the economic efficiency of the enterprise.At the same time,also for China's railway transport enterprises to establish and implement effective passenger transport service brand strategy,and provide the reference to promote coordination and long-term development of railway transportation,but also help The Belt and Road under the background of promoting regional economic development in Dunhuang,promote the culture of Dunhuang.