Research On Brand Marketing Improvement Scheme Of Sweeping Robot Product Of Eco Company

With the development of China’s national economy,the improvement of people’s income,as well as the development of science and technology,the upgrading of consumer demand,home service robot market has been booming,especially to the sweeping robot as the representative of the cleaning small household appliances market showed explosive growth.Many well-known brand manufacturers and capital endorsement of the emerging industry participants are actively joining the sweeping robot market segment,and the market competition is increasingly fierce.With over 20 years development,Eco Company has grown into a leading role of sweeping robot industry in domestic,and gains the market leadership.But,with the increasing industry participants,the product homogeneity is becoming more and more serious,so as the brand competition is also becoming more and more fierce.and the company’s product brand advantage is gradually weakening.It is an important issue of how to win the favor of market.The market competition will eventually win by brand,strengthening brand construction is an important means of sustainable development of enterprises.Eco needs to improve the brand marketing measures positively,to improve the brand image,to enhance the brand value,and maintain the leading position in this industry with an aggressive attitude,so as to remain invincible in the complex market competition environment.Firstly,this paper uses deep interview method and questionnaire survey method to conduct investigation and research,states the current status of Eco sweeping robot product brand marketing,and puts forward specific problems in the product brand marketing and analysis the reasons.There are four questions pointed out: The brand positioning is not clear,the core value of the brand is obscure,the brand identity and image is not reasonable,the brand communication effect is not ideal.Secondly,this paper uses PEST analysis and questionnaire analysis,from the macro marketing environment,industry competition situation and market demand characteristics three aspects,summarized the overall environment of sweeping robot product brand marketing and the development situation of what Eco company is facing.Finally,Based on the above research and analysis of the brand marketing problems of Eco sweeping robot products,this paper uses the advanced theory of brand marketing to formulate the following improvement plans: clear the brand market positioning,refine the core value of the brand,optimize the brand identity image,formulate the brand communication strategy,and puts forward the guarantee measures from three aspects: improvement of human resources and organization,development of product road map and investment of capital and technology.The development of brand is related to the ultimate fate of enterprises,and the importance of brand marketing is self-evident.At the last portion,this article also puts forward expectations for the development and application of brand marketing theory.