Research On Brand Positioning Strategy Of Enjoy

Brand positioning is an internal relationship between brand and target consumer groups.With the rapid development of information technology,global competition is increasingly fierce,and consumer-oriented market is more complex and changeable,which brings unprecedented challenges to the survival and development of enterprises.Brand positioning will make the brand and other brands form a clear distinctive feature,form a unique personality in consumer perception,and be able to publicize corporate culture to consumers.This paper chooses Enjoy English as an enterprise case.Enjoy English has been established since 2008.With the slogan of "Bring Excellent Future to Children" and the purpose of "Committed to be the promoter of innovative education for children",it sincerely serves the families of children of Wuxi.Over the past ten years,Enjoy has obvious product quality advantages from the product point of view.It has formed a mature product system and concept.It has strict quality control and mature core team.It has a good reputation in Wuxi market.However,the product advantages can not effectively transform the non-brand advantages.In the face of national market development,the brand has no visibility and influence.Following the basic research ideas of raising questions,analyzing problems and solving problems,this paper proposes and analyses the causes of the problems,and then puts forward the research questions based on Professor Li Fei’s diamond map positioning theory,aiming at the problems such as the failure to systematize and visualize the dissemination of product advantages,the lack of distinct personality of brands and the lack of core competitiveness of brands.Through the optimization of brand positioning to improve the existing problems,and through the differentiation of brand positioning,Enjoy English can improve its popularity and influence in Wuxi market.Based on the development needs of enterprises themselves and the influence of the internal and external environmental factors of industry development,this study on the rational positioning of their own brand can provide reference for private enterprises.