Research On Optimization Of Brand Management Strategy Of DZ Transportation Company

Market competition needs to have a brand,with a brand means to have a market.Brand success is an important factor in brand marketing and construction,and the development of various brands in China the status quo uneven,the global brand focused on the traditional home appliances,textile and other industries.China’s brand awareness and brand management and international brands also have a big gap between.In terms of China’s taxi industry,the current brand building is still in the brand operation of the minutiae,the lack of construction of a strong taxi industry brand concept and action,taxi industry brand management effect is not obvious.DZ transportation company as the city of S earlier operation,the larger taxi leading enterprises,has been,by virtue of the unique advantages of resources and national policy support,business operations in good condition,has now developed into a set of taxis,logistics,tourism And other industries in one of the integrated group,the formation of public recognition,with a certain value of the corporate brand.However,with the rapid development of the Internet,the company is constantly strong,the most advantage of the taxi business part of the business shrinking,the operating situation showed a downward trend,and enterprises for the brand work has been in the tense of the initial state,the Group of various business Sections each for the array,did not form a brand linkage effect.This paper summarizes the relevant research situation of brand strategy at home and abroad,and puts forward the theoretical basis of this paper.On the basis of the present situation,this paper analyzes the existing problems and causes of the brand strategy from the DZ Group’s brand strategy,and uses the customer perceived value theory,service marketing theory and brand asset value theory,from the optimization of brand positioning strategy and branding Strategy,brand maintenance strategy,brand promotion strategy,brand extension strategy and other aspects of the system were described,and finally put forward how to implement the brand strategy to optimize the protection measures.Through the DZ transport company brand strategy optimization,in order to enhance the company’s brand awareness and reputation,reduce the loss of customers,enhance corporate performance and core competitiveness.