Research On Brand Building Optimization Strategy Of Hebei Airlines

With the rapid development of the global economy and the trend of integration,the global aviation enterprises are communicating with each other more and more closely,and the civil aviation industry is facing fierce competition.As a service enterprise,aviation enterprises need to attach importance to the construction of brand image while improving service quality and building core competitiveness.Because Service enterprises directly face consumers,so whether the brand image close to consumers is the basis of long-term development of enterprises.As a new force of domestic regional aviation enterprises,Hebei Airlines’ service quality has been recognized by the vast number of consumers,but the development of brand building is still not perfect.If brand building is not taken seriously,will limit the further expansion of enterprises.Based on this,this paper will take the brand building of Hebei Airlines into the study,use PEST model to analyze the external environment of Hebei Airlines,and use SWOT analysis to study the strengths and weaknesses of Hebei Airlines and opportunities and challenges,this paper sums up the strategic plan suitable for the brand building of enterprises,analyzes the advantages of the brand building of Sichuan Airlines,which draw lessons from the distinctive characteristics of regional brands,and sums up the optimized scheme suitable for the brand building of Hebei Airlines,it points out the way for the brand construction of Hebei Airlines.The optimization plan of this paper starts from the brand strategy of Hebei airlines,which combines the stable development strategy and the growth strategy;the market level brand strategy is to adhere to the high-end line,reflecting the core differentiation;the sales level brand strategy is to fit customers as the core,and improve the service quality.The specific brand optimization involves the following aspects: brand positioning takes building regional characteristic elements as the core;brand communication chooses high cost-effective traditional media;increases the investment funds in brand marketing;improves the brand construction framework,maintains the brand image;explores the enterprise story,precipitates its own brand culture.Through the optimization of brand strategy and brand construction at different levels,help Hebei airlines to establish a good brand image,enhance the brand influence in the civil aviation market,expand the range of brand influence,improve sales through brand construction,and realize the stable and long-term development of the enterprise.