Study On Brand Strategy Of Intelligent Voice Product For IFLYTEK Company

Nowadays,in the development of market economy,people pay more and more attention to the construction and development of brand.The brand represents the upgrading direction of supply structure and demand structure.Li keqiang,the prime minister in the government work report on March 5,2016 has stressed to "cultivate strives for perfection the spirit of craftsman in increasing variety,quality,creates the brand","To build a brand of gold characters made in China".The intelligent voice industry has a wide range of applications,including education,home and car applications.As the industry leader of intelligent voice,IFLYTEK has its own "xunfei open platform",in the aspect of oral speech recognition,evaluation,voice interaction has absolute technical superiority,and its research and development of intelligent voice products is all over at home and abroad market.Based on IFLYTEK intelligent voice products of the company brand strategy as the main research contents,on the basis of brand and brand strategy related theory,through literature analysis,comparative analysis,PEST analysis,SWOT analysis and other methods,from the company's business situation,market forms and brand development present situation,this paper studies at IFLYTEK brand development strategy of the company.Intelligent era as an opportunity to brand development as the breakthrough point,take effective brand regulatory policy as guarantee,enhance brand service consciousness,efforts to build enterprise innovation,market regulation,government support,industry advocacy and public to coordinate system of brand strategy,actively promote the intelligent voice products brand development.It is concluded that brand strategy is influenced by branding decision,brand structure,brand value,brand image,brand communication,brand management and brand experience.IFLYTEK company development thanks to the implementation of brand strategy,aimed at the present stage of the brand strategy implementation,such as the brand that exist in the competitive advantage is not obvious,brand propaganda force is not enough,lack of brand maintenance IFLYTEK company should adopt a reasonable solution.Adhere to quality first,strengthen brand publicity,pay attention to brand personalized design,clear brand positioning,brand connotation and brand maintenance and development.Based on the theory of brand value and brand relationship,this paper puts forward the brand joint strategy.Based on the theory of brand extension and brand image,this paper puts forward the brand strategy of brand enterprise with the same name and products.Based on the theory of brand positioning and brand marketing,brand localization strategy is proposed.Through the national policy support,product development and business management,brand planning and personnel training,marketing strategy to upgrade the safeguard measures to implement the brand strategy of the company management system improvement,brand cultivation and improve the intelligent voice product brand service system,to build the internationalization of the brand development strategy goal of the space,thereby creating IFLYTEK intelligent voice products of the company's brand in the market competitive advantage.