Research On The Brand Promotion Strategy Of Shandong S Food Company

With the increase of people consumption level and consumption quality,China nut-fired goods industry has been developed rapidly.From 2005 to 2016,the overall market scale has increased from 1.2 billion yuan to 132.7 billion yuan,and in the past 10 years,which is growing at a rate of about 15%a year.In the leisure food industry,the sales of nut-fired goods have been the first in many years,and the sales proportion is between 32%and 35%,and the nut-fired goods industry is developing steadily and continuously.As the industry has the characteristics of low threshold and high yield,it has led to the fierce competition in the industry,which has not only been consistent with the national famous brand,but also has some local brands with certain popularity but limited public awareness,such as the Shandong S Food Company mentioned in this article.With the rapid development of the global economic integration,how to maintain its own competitive advantage in this development environment and to improve the core competitiveness constantly is the main problem that needs to be solved in the process of the current development of the enterprise.The market competition of the stir-fried goods industry is increasing,and the market environment situation is changing,which requires the enterprise to prepare for the rainy day and accurately predict the future development direction according to the market environment.For the fully competitive industry in the market of the fried goods,there are a wide range of enterprises and products,but the products of all the enterprises are similar,and the product taste and the type are difficult to be novel and unique,so for the S food company in Shandong Province,Brand construction plays a more and more important role in the process of enterprise scale development.As an important intangible asset of the enterprise,the brand can increase the additional value of the products and services,which is an integral part of the enterprise assets and has an important effect on the overall operation of the enterprise.The brand image represents the special connotation of the enterprise in the process of adapting to the development of the society,and at the same time,the connotation of the brand and the progressive development of the brand are the goal of the long-term development of the enterprise.Especially for the local famous brand,after the golden stage of the enterprise development has reached its heyday,the development bottleneck is broken through,the brand strategy to adapt to the development of the enterprise is set up,it is the inevitable trend of the enterprise to get the continuous development,it is also all the local brand enterprises to survive,And the problems that must be taken into account in the long-term development.Therefore,the development of the brand promotion strategy is an important part of the strategic planning of the enterprise.This paper,with reference to the theory of brand marketing and strategy,has studied the actual situation of the development of the industry,and analyzed the series of measures and achievements of the company in the brand strategy by taking the local famous brand enterprise of the S food company of Shandong Province as the research object.By issuing the questionnaire and analyzing the existing problems in the development of the brand promotion in the current stage of the data analysis company,the method of strategic analysis such as the PEST analysis method and the SWOT analysis method,combined with the competitive advantage theory and the brand marketing theory,etc.How to develop a specific strategic plan for a national well-known brand in that next step of S food.Based on the introduction of the new market competition environment in the stir-fry industry and the characteristics of the development of the S food brand,the paper expounds the significance and the influence factors of the development of the S food company as a big brand in China,and points out the creation of the independent brand and the establishment of a new brand marketing mode.It is of great significance to promote the development of the enterprise as an important part of the enterprise business activities.The research conclusion of this paper is that the S food company of Shandong Province should,on the basis of full understanding of the short-board of its own brand,from the establishment of the accurate brand positioning,enhance the brand consciousness of the main body of the product marketing,optimize the brand symbol and enrich the marketing means,Improve product quality and develop industrial tourism,and build a complete brand promotion strategy plan.