A Study On Brand Positioning For C Company

With the further deepening of the national industrial upgrading,the requirements for domestic production enterprises are gradually changing from producing high-quality products to producing high value-added products.In order to achieve the goal of increasing product value-added,in addition to providing higher technology content,better design and other product level improvement measures,the premium ability brought by the brand is crucial.The important reason for the continuous promotion of industrial upgrading is the internal and external competitive pressure faced by traditional domestic production enterprises.With the continuous improvement of people’s living standards,consumers have a more thorough understanding of their own needs.With the improvement of consumption level and the increase of demand,they are more and more inclined to demand diversification,forming a large number of market segments.In today’s increasingly fierce competition environment in the international market,due to the lack of attention and investment in brand building in the high-speed development period,even though domestic production enterprises provide high-quality products to meet the needs of specific consumers,but due to the unclear brand positioning,it is difficult to form a unified and good cognition in their minds.This thesis takes C Company as the research object,trying to optimize the brand positioning of C Company,so that its brand value can continue to accumulate.In this thesis,I understand the problems of C Company in the field of brand positioning in the form of interviews and surveys.I analyze the current situation of C Company by using theoretical tools such as consumer value system model,pop,pod,and try to use the brand positioning system model to build a brand positioning scheme suitable for C Company from multiple dimensions.Based on the collection of the actual information,combined with the changes of the actual consumer group and the development of the competitive brand of C Company,this thesis uses a variety of theoretical models to analyze,and finally puts forward a plan for the optimization of the brand positioning of C Company: give full play to the brand value of C Company in the eyes of the audience and the advantages of C Company’s products with high cost performance,aiming at the light outdoor crowd and outdoor beginners Target audience,aiming to provide products more suitable for light outdoor enthusiasts.At the same time,according to the model analysis,this thesis optimizes the identity positioning of C Company’s brand.The research of this thesis has certain reference value for C Company’s brand management in the future.According to the brand positioning optimization scheme given in this thesis,C Company can adjust the corresponding brand workflow and apply it to daily operation.At the same time,the conclusion of this thesis also provides a solution to the problem of brand positioning and upgrading for the traditional domestic manufacturers in the face of competitive pressure.