Research On Brand Positioning And Visual Communication Methods Of Shanxi Enterprises Image

Presently,Shanxi is a powerful province in manufacturing but weak in brand.For a long time many enterprises only focus on the concepts of their products but the awareness of brand image positioning is very weak.Thus brand image needs to be promoted and propagated especially in exhibition activities.The brand image positioning of Shan xi enterprises is vague and lack of visual communication.This leads to an ineffectiveness of exhibitions as well as brand image promotion and propagation.The author has dealt with organizing and implementation of Shanxi large-scale exhibitions for a long time.A lot of Shanxi brand enterprises are organized to attend different exhibitions,such as Expo Central China,Energy |Expo,Shanxi Brands in China Expo(hereinafter referred to as Brands in China Expo),China Fair in Xiamen,High-tech Fair and West China International Investment Trade Fair etc.Through years of working the author gains rich experiences in organizing of exhibitions and a lot of material,information and data have been accumulated.Based on exhibitions,taking an example of “Brands in China Expo” the thesis analyzes and concludes the research background,purpose and the research status at home and abroad.Combining with related theories of exhibitions,“|Brands in China Expo”,enterprise image,brand positioning and visual communication etc,the thesis makes an analysis on brand positioning and visual communication status of enterprises in“Brands in China Expo”,and problems existing in brand positioning and visual communication.Brand positioning and visual communication methods of “Shuang He cheng ” and “Ning Hua fu” exhibitors are researched in the thesis.On the basis of different big data such as the amount of exhibitors,total attendance,field sales amount and field contract signing amount etc,a comprehensive,thorough and careful research and analysis of exhibitors in “Brands in China Expo” during year of 2013 to2017 is made.Finally according to theory analysis,data accumulation and exploratory practices research,brand positioning and visual communicationstrategies and methods of exhibitors are proposed.Hopefully the thesis can provide creativeness and valuable references in brand positioning and visual communication of exhibitors in future.