A Brand Strategy Programming Study Of Expressway Service Area Affiliated With SF Operating Company

This paper is based on the perspective of a highway operating company-SF operating company,in the current business is facing top-down strategic planning adjustment period,and Beijing service area industry market changes in the case,SF operating company to pass The service area business brand strategy planning research,shaping the service area brand,improve the core competitiveness of enterprises to meet the challenges and opportunities brought about by the PPP model.This paper takes the brand strategic planning of SF service company service area as the research object,takes the problems encountered in the strategic aspects of the company as the starting point,and focuses on the brand strategy planning of the service area business unit based on the positioning theory,which will use the Beijing service area consumers Research and analysis as the starting point,in the brand decision-making,brand model selection,brand identification,brand extension planning,brand management planning and brand vision to establish six aspects of the brand strategy planning,to explore the service area business logic,and marketing 5C analysis and Based on the analysis of STP strategy,the use of diamond positioning model to determine the service area brand interests positioning,attribute positioning,value orientation,and the development of the corresponding marketing strategy for the SF company to achieve corporate company "going out" strategy to help.In the context of the current "supply side reform" and deepening the reform of state-owned enterprises,this article also provides some reference and reference for other expressway affiliated enterprises or enterprises lacking brand building.