The Research On Improvement Of The Brand Marketing Strategy Of The Longshan Bamboo Industry Company Bamboo Furniture

Bamboo industry is one of the ten leading forestry development industries of the"12th Five-Year Plan" in China,and is the green,environmental protection,ecological industry with enriching the people and sustainable development.Although bamboo furniture has a long history in China,but the consumer awareness for modern bamboo furniture is low,bamboo products have excessive dependence on the international market,the domestic market share is small,with slow growth demand.Faced with this situation,bamboo furniture enterprises must strengthen brand marketing consciousness,take various measures to further promote the brand construction.This paper selects the Longshan bamboo industry company as the research object,first on the brand marketing related theories are reviewed,and lays a theoretical foundation for the company brand marketing improvement strategy;then the macro environment for the Longshan bamboo,bamboo furniture brand marketing and industry environment analysis,expounds the present situation of the company's brand marketing and points out the main the existence of the problem;finally put forward the guarantee measures of Longshan bamboo,bamboo furniture brand marketing strategies and implementation.According to this research,the Longshan bamboo industry company should improve the marketing strategies of bamboo furniture brand from the four aspects:improve the brand positioning,to build the core competitiveness,strengthen brand communication and promotion,to strengthen brand management;And security implementation of bamboo furniture brand marketing strategy to improve from three aspects:the establishment of strong brand marketing department,construction emphasis brand marketing enterprise culture,Integration of resources help brand marketing.