Research On Brand Marketing Strategy Of Transcendent Decoration Design Company

With the constant change of the economic situation,the competition among enterprises is getting more and more fierce,and the ways of the competition is also changing constantly,which has gradually shifted from the concentration of traditional product function to the service and cultural aspects.Therefore,the pattern of "brand competition" has been formed.In this context,enterprises need to take brand strategy as the key to their survival and development.In this way,the company could have a place in the market.With more than 20 years of rapid development,China’s architectural decoration industry,the market competition is increasingly fierce,the means of competition tend to be homogenized.Architectural decoration enterprises have been thinking about to enhance their competitiveness through brand marketing.Because our country building decoration industry has many small and medium-sized private companies,there are series of problems like lack of management and technical talent,the low entry threshold of the industry,which leads to the enterprises in brand building and brand marketing strategy issues,On the one hand,it is difficult for enterprises to stand out in the homogenized market,on the other hand,it affects the sustainable development of enterprises.Therefore,enterprises should attach importance to brand building and try to improve their brand value.In addition,there are relatively few researches on brand marketing of architectural decoration companies in academic circles and they are still in the exploratory stage.Therefore,studying the brand marketing strategy of Chaofan Decoration Company can provide direction for the brand development of other enterprises.This paper takes Chaofan decoration as the research object,based on brand positioning theory,brand image theory,STP theory,and 4Ps related theories.With the analysis of the marketing status quo of the Choafan Decoration brand and the consumer questionnaire,the existing problems were found,which includes lack of brand strategic awareness,not unified brand vision,unclear brand positioning,insufficient brand communication strength,non-diversified brand marketing method.In order to solve these problems,PEST analysis should be used to analyze the macro environment from four aspects: politics and law,economy,society and culture,and technology.Porter’s competitive five forces model should be used to analyze the micro environment from five aspects: the threat of competitors in the same industry,the competition of new entrants,the threat of alternative products,the bargaining power of suppliers and the bargaining power of buyers.SWOT analysis is used to clarify the advantages,disadvantages,opportunities and threats of Chaofan decoration in macro and micro environments.Then,several aspects of brand marketing strategy suggestions such as establish brand awareness,improve brand structure,set up management institution,unified visual identification system,increase product variety,enrich the core product category,upgrade the exhibition space,make the quotation clear and transparent,adjust the proportion of payment and provide financial services,pay attention to network marketing channel establishment,keep developing the two-level channel,regular customer to introduce channels,improve the way of how the sales staff promote,implement a variety of advertising methods,focus on the application of event marketing,pay attention to experiential marketing and so on were proposed.Finally,in order to ensure the effective implementation of brand marketing strategy,some suggestions can be put forward from the following aspects:the guarantee of brand organization,guaranteeing the financial management system,the ability of brand marketing team and the information system of brand construction.It is hoped that through the research of this paper,it can provide some help for the improvement of brand marketing strategy of the Chaofan decoration and architectural decoration enterprises,and promote the sustainable development of the enterprises and the industry.