A Study Of Brand Building Strategy Of F Lighting Co.,Ltd In The Digital Marketing Background

In the past forty years of China’s reform and opening up,China’s lighting industry has also developed from scratch and achieved rapid development.The lighting industry bases in Guzhen Town,Henglan Town of Zhongshan City and other areas have grown from a few initial enterprises to tens of thousands of enterprises today.At the same time,a number of outstanding companies with independent brands have emerged in the lighting industry,such as OPPLE Lighting,NVC Lighting,Pak Lighting,Foshan Lighting,etc.However,most small and medium-sized lighting enterprises are still mainly OEMs and lack independent brands.In the increasingly fierce market competition,they are facing a dilemma of development.This study takes F Lighting Co.,Ltd.in Zhongshan City as an example.The company was founded in 2008 and is located in Henglan Town,Zhongshan City.In recent years,it has faced development difficulties and bottlenecks.The main reasons are as follows: 1)fiercer competition has contributed to the Red Sea Market in the lighting industry;2)the products are facing serious homogeneity;3)the company has been acting as an OEM for overseas brands for a long period,which has led to low awareness in the final consumers.In recent years,the company has confronted rising operating costs.Due to their relatively weak bargaining competence with overseas customers,their profits have fallen,which has brought about great challenges.In the background of digital marketing,this thesis studies the establishment of F Lighting Co.,Ltd.’s own brand.Firstly,it uses the PEST tool to analyze the macro environment of the lighting industry.Then the competitive competence in five dimensions of F Company will be analyzed by Five Forces Model.Based on Keller’s CBBE theoretical model,the company’s current brand creation problems were analyzed.It found out that F Company’s lack of brand recognition,unclear brand positioning and narrow brand communication channels are the main problems currently existing in enterprises.After that,using Keller’s model as the theoretical basis,the author combined with focus group interviews and consumer surveys within the company,and proposed an F Company brand equity creation plan.It includes the establishment of a Corporate Identity System to clarify the company’s brand positioning and the company’s integrated brand communication strategy in the background of digital marketing and take protective measures from three aspects:philosophy,organization and finance.This study has certain research significance for SMEs to establish independent brands and create brand equity under the context of digital marketing.