The Upgrade Research On Brand Strategy Of Hainan Coconut Palm Group Co.,Ltd.

With the vigorous development of China's economy,more and more domestic and foreign brands join the competitive market of China's beverage industry.On the one hand,it enlarges the choice scope of Chinese consumers,on the other hand,it also brings a strong sense of crisis to Chinese enterprises.At present,there are some problems in Chinese enterprises,such as insufficient understanding of brand,outdated thinking of brand building and lack of brand strategy consciousness.Only by implementing brand strategy can enterprises enhance their competitiveness,expand their profit margin and make them achieve long-term development.Coconut Palm Group,with the product of "Coconut Palm Natural Coconut Juice",but with the emergence of other strong competitors,all this is likely to be subverted at any time.How to strengthen consumers' identity and enhance their loyalty so as to seize market share has become a crucial issue.Taking Hainan Coconut Palm Group Co.,Ltd.as a case study,the author uses the relevant knowledge of brand and brand strategy to analyze the competitive environment of Hainan Coconut Palm Group,competitors and the problems existing in the brand strategy of Hainan Coconut Palm Group,and uses SWOT analysis method to determine that Hainan Coconut Palm Group should adopt the brand core value strategy,that is,to guide all brand value activities according to the brand core value.The author further optimizes the brand strategy of Hainan Coconut Palm Group by establishing firm brand strategic awareness,identifying brand positioning,defining brand core value,designing brand image and expanding brand connotation,and takes measures to establish brand strategy management committee,strengthen internal management,improve product R&D and production management,strengthen legal protection of brand and attach importance to it.Consumers,strengthening crisis management and other ways to ensure the effective implementation of brand strategy.It is hoped that the writing of this paper will provide some ideas for the brand strategy formulation and upgrading of Hainan Coconut Palm Group and small and medium-sized enterprises in beverage industry.