Research On The Brand Strategy Of G Company From The Perspective Of High Quality Development

With China’s economy entering the stage of high-quality development,the manufacturing industry is moving towards the middle-to high end,the supply-demand relationship has shifted from the seller’s market to the buyer’s market,and brand has become an important factor affecting consumers’ purchasing decisions.As China’s unique health,economic,scientific,cultural and ecological resources,traditional Chinese medicine has ushered in new development opportunities at the policy,industrial and market levels and entered the stage of high-quality development.From the perspective of high-quality development in the industry,through implementing brand strategy,improving brand awareness and reputation,establishing brand barriers,and improving consumer stickiness,traditional Chinese medicine enterprises achieve rapid improvement in sales performance,which has been an an important way to consolidate and enhance competitiveness.G company is a time-honored Chinese patent medicine manufacturer.After the consolidation and development in recent years,G company’s scale keeps expanding and the brand building has achieved certain results.However,there are still some deficiencies in G company’s brand popularity and reputation.Therefore,from the perspective of high-quality development,G company needs to further optimize and improve its brand strategy.Taking G company as an example,this paper uses common strategic planning analysis tools to deeply analyze the implementation situation and problems of G company’s current brand strategy,and proposes further optimization and improvement of G company’s brand strategy and specific implementation strategies.Firstly,this paper analyzes the external macro environment of the traditional Chinese medicine industry by using PEST analysis method,systematically discusses traditional Chinese medicine industry’s current development trend.In addition,this paper summarizes the macro development environment affecting traditional Chinese medicine manufacturing industry and the key points of implementing the industry brand strategy from the perspective of high-quality development.Then,this paper introduces the G company’s current operation status and its problems of brand building detailedly,meanwhile summarizes the key points in G company’s brand strategy formulation processafter comprehensively using the 3C strategic triangle model and SWOT model.Furthermore,this paper put forwards G company should take brand strategy as the core of its "high-quality traditional Chinese medicine" overall strategy,and proposes brand strategy implementation’s key directions from the three aspects of product,enterprise and culture in the next 2-10 years.At the same time,according to the brand strategy planning,this paper proposes some specific measures of brand strategy implementation,including strengthen foundation of brand communication by taking product quality as the core,increasing brand awareness by media communication,promoting brand coverage by marketing activities.Then,this paper raises 5 ensuring measures to make sure brand strategy’s effective execution,including establishing a strong organization agency to implement brand strategy,establishing aggressive brand culture environment,establishing a matched brand resources guarantee system,establishing a thorough brand performance evaluation mechanism,and establishing a efficient brand crisis management mechanism.