Research On Brand Promotion Of The Gold Dragon Fish

The small packaged edible oil industry has been booming since its rise in the last ninety years.The grain and oil group's competition for the market share of small packaged edible oil is at its most intense stage.In addition to the major groups such as YIHAI KERRY,COFCO group,the four major international grain merchants,such as Lu Hua,San Xing,Xi Wang and other private enterprises are also joined in,so that the small packaging edible oil market is in fierce competition.It is the fundamental task of the major grain and oil group to maintain the brand image,enhance the brand value and improve the popularity of the brand,if they want to remain competitive in the fierce competition of the market.As the leader of the small packaging edible oil industry,the golden dragon fish brand has first introduced the concept of small packaging oil to China in the 90 s of last century,which changed the situation of the public in the past.In the first twenty years of the rapid development of the industry,the parent company of the golden dragon fish brand,Yihai Kerry group,has became the most important grain and oil group in China.However,in the face of the changing competition pattern and even the malicious competition from the competitor,the brand of golden dragon fish has a decline in reputation and the weakening of brand competitiveness.How to effectively enhance brand image and rebuild brand equity is the key issue discussed in this paper.First,this paper systematically combed the brand related theory,clarified the concept of brand,the management process of strategic brand strategic and the theory of brand promotion,and summarized the PEST theory,the Potter five force model theory and the SWOT analysis method for the macro-environment,the medium-environment and the internal-environment analysis.It provides a reliable theoretical basis for this study.Secondly,this paper uses the PEST theory and Potter's five force model theory to explore the market environment of golden dragon fish facing,analyzes the macroeconomic environment and the competition situation in the industry,and uses SWOT analysis to carry out the advantages,disadvantages,opportunities and challenges in the development of golden dragon fish brand respectively.Analysis and elaboration provide the basis for the formulation of the next promotion strategy.Finally,through the insight into the macro,medium and micro environment of golden dragon fish brand,a set of strategies for the promotion of golden dragon fish brand is formulated,and the concrete implementation methods and safeguard measures are put forward to ensure the smooth progress of the brand promotion strategy of golden dragon fish.This article mainly adopts the methods of literature review and practice investigation,and draws lessons from the traditional brand promotion methods and combines the characteristics of grain and oil brands,and provides strategies and ideas for the promotion of grain and oil brands.At the same time,the problem faced by the brand is also a common problem in China's market environment.Besides the golden dragon fish encountered some vicious competition,such as farmer mountain spring,super energy laundry liquid and so on have also encountered some similar malicious competition.This article hopes to provide some ideas and opinions on brand research of other industries through the research and discussion on the strategy of brand enhancement.