Research On Brand Marketing Strategy Of Y Decoration Group

Scholars at home and abroad pay more and more attention to the research on the theory of enterprise brand marketing strategy,which provides a rich theoretical basis for the research of enterprises or individuals in related fields.With the deepening of research,the importance of brand becomes more and more prominent.Enterprise want to not be eliminated in the increasingly fierce competition even stand out,you must do a good job in brand marketing management,much more to know the why,view,how can find their own disadvantage and gap,exploration,development and perfection of "brand" to build up the core support brand building,brand marketing management theory and practice,is extremely urgent and necessary.In this paper,we study the Y decoration group in the relevant strategy of brand building,brand marketing,to explore its missing and highlights,seek direction of transformation and upgrading,to better cater to the pulse of The Times development,out of the family decoration enterprise brand development way,to enhance the brand marketing strategy of the enterprise management ability is of great significance,this is also in this paper the research value in theory and practice.This paper USES PEST analysis and SWOT analysis to Y decoration company brand marketing environment has carried on the comprehensive in-depth analysis,and based on the theory of brand creation,brand identification theory,marketing mix theory,etc.,to Y decoration company branding and specific in-depth analysis on the current situation of brand marketing strategy,reveal the Y decoration company brand marketing mainly exist at present: Heavy performance light marketing mentality,brand marketing,the old pattern,the lack of specialized enterprise brand management department first mover advantage is a baggage,homogeneity competition,differentiation advantage is not obvious,the staff learning problems such as low power,executive power is not enough,at the same time,through the "consumer to Y decoration company brand awareness survey" of the questionnaire data analysis,reveals that: Y decoration company channel and a single,young group of Y decoration company brand recognition is not high,the original advantage less attractive.Based on Y decoration company brand marketing,on the basis of internal and external environmental analysis,in view of the Y decoration company brand marketing at present the main problems,according to the Y decoration company’s own actual situation,such as the advantages and disadvantages in the base to get ready,and put forward the realizing outfit stylist to household designers,implement project management by the base construction to ready change,thus promote ready operation management ability;Set up the assembly team and improve the corresponding assessment and incentive policies;To provide owners with one-stop decoration services,to provide all kinds of product customization services required for decoration;Perfect marketing tracking evaluation and a series of service strategies.The differentiated pricing strategies,such as high quality price leveling strategy,integrated package pricing strategy and cost pricing strategy,are put forward.And for the channel and promotion put forward to build resource sharing platform,open the brand franchise system,deepen the strategic alliance of partners,precise planning of marketing activities,media communication design,"word-of-mouth + site + staff" three-dimensional communication and other optimization measures.