Research On Brand Prototype Strategy Of XT Company

In recent years,the demand of China’s aquatic product market is increasing rapidly,and the competition among aquatic product brands is becoming increasingly fierce.However,China’s aquatic product market branding started late,and the relevant experience comes from abroad,which leads to the lack of relatively mature experience in the domestic market.As a result,China’s aquatic product enterprises have weak brand awareness and lack of brand strategy in the international market Because of its weak competitiveness and small profit margin,it is vulnerable to the impact of international trade friction.This is not only not conducive to the healthy development of China’s economy,but also seriously restricts the brand rise of China’s aquatic products enterprises.China is the country with the largest supply and demand of aquatic products in the world,and about one third of the world’s total output of aquatic products comes from China.Therefore,promoting the establishment and development of Chinese aquatic product enterprise brand is not only an important measure for China to deal with international trade risks and improve the market competitiveness of Chinese enterprises,but also an inevitable requirement for the development of Chinese aquatic industry to a new stage and the realization of healthy and rapid development of aquatic product brand Development is an important choice.This paper takes XT Company as the case of brand prototype strategy research,through combing the theoretical research of prototype strategy,in-depth field research and interview with executives of XT Company,puts forward planning and implementation suggestions for the implementation of brand prototype strategy of XT Company.Although XT Company has been established for more than 30 years,its main sales market is facing Europe,North America,South America,Africa and other countries.Under the impact of Sino US trade friction,XT Company decided to take the domestic market as the main goal of future development.However,XT’s brand development concept is relatively backward,it does not pay attention to the domestic brand strategy,and the brand building strategy is still unclear,which affects the brand development process of XT Company and leads to the lack of obvious promotion of domestic brand competitiveness of XT Company.In order to stand out in the increasingly fierce market environment of brand competition,XT Company must pay attention to the overall planning of brand strategy,choose the appropriate brand construction strategy,and create brand products with high degree of identification,so as to enhance the brand value.XT Company,as the leading enterprise of aquatic products in Hainan Province,has not yet made clear what brand strategy it chooses to establish in the domestic market.Therefore,it is of great theoretical significance and practical value to study the prototype brand strategy of domestic market from the perspective of XT Company.The research conclusions not only put forward targeted measures for XT Company’s brand strategy,improve the effectiveness of its brand development,but also further enrich the research of brand prototype construction,and provide empirical cases for domestic enterprise brand construction.