Study On Product Brand Building Optimization Of J Cup Industry Company

J Cup industry company founded in 2002,is a professional manufacturing enterprise of producing,researching and selling thermos,sports kettle,car cup and other products.Since its establishment,the company takes “to become a world-class beverage and food container manufacturing enterprise” as the goal and vision,and constantly strengthens the production management,technology research and development.The company is mainly in the business with OEM,ODM foreign trade companies.After years of international market expansion,the company has a relatively stable customer groups,and has won the favor of well-known brands abroad.The company has realized the rapid growth of product output and business income for many years,and gradually become one of the leading enterprises in the local industry.However,in recent years,with the change of the international environment and the intensification of market competition,the company’s sales revenue grew slowly,and its profit also gradually decreased.The company acquired M brand in 2019 to use its popularity to open up the domestic market,and to change the existing development mode--relying too much on foreign trade OEM.The company aims to achieve international and domestic double-cycle development through independent brand construction,but the actual brand construction investment is huge,and it has not been able to obtain good returns.The paper analyzed sales data and brand building status of the company,and found the problems of brand construction mainly existed in the increasing amount of returning and exchanging products,the less attractive brand image,the in-consistence of brand positioning and product image,and the weak marketing strategy.By internal personnel interviews,questionnaire surveys,consumers environment researches and brand marketing channel researches,the paper figured out that the company lacked the standards in the operation and management process,that the original brand image is not clear enough,that the market positioning target is not detailed enough,and that there is a bias in marketing channel selection.Finally,SWOT matrix was used in the paper to analyze the internal advantages and disadvantages,the opportunities and challenges of the external environment,and formed SO,WO,ST,and WT strategies for brand building.According to the actual situation,four strategies in four aspects were proposed: First,enhance the brand awareness of employees by strengthening brand training.Accelerate digital intelligent transformation to improve the level of operation and management.Second,redesign the brand image from the aspects of product function,product appearance,product style,etc.by combining brand image theory to tell the brand story well.Facilitate the dissemination of product image.Third,reposition the brand target users and target markets by combining the brand positioning DPM model to achieve the optimization of brand positioning at mid-end price and cost-effective brand positioning.Fourth,by combining the theory of integrated marketing communication to adjust the integrated layout of online and offline marketing channels,to achieve the optimization of brand communication.