| In the face of intensive market competition,the businesses must cultivate,enhance and strengthen their own core competitiveness in order to get more market share.Along,with complexity and uncertainty of market competition increased,nowadays the market competition has stepped over the competition of product,service,price,and channel,going into the brand's competitions age.Enhancement of brand competitiveness can fortify the barrier to defense the market challenger attacks,helps the business to adapt to the change of external environment,and provides a competitive advantage for a business.JH company is the famous bakery food-processing enterprises in Yunnan province,already,has three chain system,JH Bakery Store,JH Bread Store,JH flower pastry specialistic shop,more than 200 chain stores,cover 14 prefecture.JH came into flower pastry market in 2010 after five years preparation.and get positive feedback by positioning flower pastry as Yunnan characteristic souvenir.However,along with the demand of flower pastry increased,many competitor involved,the growth of JH flower pastry has been hindered.the crux of the problem is to improve JH flower pastry brand competitive.On the basis of the research on the brand management theories home and abroad,methods of literature data research,this paper structure as follows:firstly,briefly introduce the present situation of JH flower pastry brand management by emphasis on JH company and JH flower pastry brand development,and then point out the problem of JH flower pastry brand management and find out the reason causing the problem by further analysis.Secondly,using the SWOT model to analyze the JH flower pastry market from strengths,weaknesses,opportunities,threats,so as to put forward JH flower pastry brand management strategy.Finally,set up strategy on the brand image and integrated marketing communication.At the same time,hold the expectation that this paper can have certain reference significance to the relevant baking food manufacturing industry... |
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