Research On The Brand Strategy Of State Grid Corporation Of China

Social and economic development is facing major changes unseen in a century.The competition among enterprises has shifted from traditional price and technical competition to a more comprehensive brand competition.With the increasing reform of the electricity market,the traditional profit model of electricity sales of State Grid Corporation of China(SGCC)has received a great impact.In order to get rid of the predicament,find new profit growth points,achieve sustainable and high-quality development of the company,SGCC deeply recognizes the importance of brand strategy in the company’s development strategy,and regards brand strategy as an important means to serve the strategic development of enterprises.SGCC believes that brand building needs to serve the development strategy and goals of the company,and its core value should run through all aspects of corporate management.Therefore,in order to analyze the implementation of brand strategy more pertinently,SGCC uses the brand influence evaluation system to evaluate the effect of brand strategy implementation,from brand communication power,brand reputation,brand value,brand innovation,rule-making power and brand credibility six dimensions,and guide SGCC to strengthen and enhance brand strength,have an advantage in market competition.The thesis uses the brand influence evaluation system to analyze and evaluate the effect of brand strategy implementation,and combines the analysis of the implementation environment of corporate brand strategy to formulate the brand strategy optimization measures of SGCC.Firstly determines the weight value of each influencing factor calculated by AHP,and then uses the fuzzy comprehensive evaluation method to quantitatively analyze the influencing degree of each factor.Secondly,use the PEST analysis model and SWOT strategic model to analyze the internal and external environment and influencing factors of SGCC.Finally,according to the "bucket theory",the thesis put forward optimization measures for shortcomings targeting,and the improved brand strategy structure and implementation plan of SGCC are obtained.