Research On Brand Strategy Of Minor Enterprises

In 2017,the number of small and medium-sized enterprises in China accounted for more than 99%of the total number of enterprises.The development of small and medium-sized enterprises plays a decisive role in China's economic construction.Enterprise brand has gradually become the core resource of enterprises.Every year,thousands of small and medium-sized enterprises at home and abroad face closure or bankruptcy.Many of them neglect the role of brand strategy management.This paper takes Anhui catering chain leading enterprise A company as an example to analyze the brand development strategy of small and medium-sized enterprises.Based on the successful theoretical and practical experience of famous brand building at home and abroad,and combined with the crux of company A's current management,such as the low brand influence,the lack of effective management of franchise stores,the lack of core brand value and so on,this paper puts forward the operation strategy of brand promotion.Qualitative and quantitative methods are used in this study.SWOT analysis is used in qualitative analysis.The advantages(S),disadvantages(W),opportunities(O)and threats(T)in brand development are analyzed.The study shows that there are four factors that affect the brand development of A company.Next,we need to quantitatively determine which factors have a greater impact on the development of brand strategy and which direction of brand development strategy is better.This paper calculates the weight of each factor affecting brand development by analytic hierarchy process,and draws the conclusion that company A should adopt SO strategy and WO strategy according to the theory of portfolio strategy.That is to say,on the premise of paying attention to the opportunities of brand development,priority should be given to continuing to strengthen the advantages of brand.Combining the results of qualitative analysis and quantitative analysis,considering the basic status of enterprises,A company should consider three aspects in the future brand development:increasing the company's investment in ecological agriculture and aquaculture,strengthening the integration of online and offline,and strengthening the connotation of brand culture.