Research On Marketing Communication Strategy Of R Company Compressor Brand

In recent years,under the deployment of the "two-carbon" policy and the "2025Manufacturing Power" strategy,Compressor industry is under dual pressure of technological innovation and brand revitalization。Meanwhile,three years epidemic,It’s also makes the compressor industry face dilemma,such as markets turbulence in the upstream and downstream、Product homogeneity seriously、Product supply exceeds demand and so on.How to obtain new vitality in the environment of industrial transformation and fierce competition,which undoubtedly poses a new test for domestic compressor manufacturers.The R company studied in this paper is an intermediate industrial product manufacturing factory,which specializing in the research,production and sales of various air conditioning and refrigerator compressors.and leading in the world with production technology and sales volume for many years.In recent years,under the influence of national policies and industrial environment,The R company’s sales grow slowly,market share is also difficult to expand.As a brand leader in the industry,R Company facing great challenges and threats.In order to help R company maintain the existing market,expand new business scale,and consolidate the brand leadership position,From the perspective of brand marketing,First,this paper analyze the details of industry environment and competitive situation from both macro and micro perspectives,Summarize the current situation brand marketing.Then through the interviews and questionnaires to find the existing problems and reasons of R company’s brand marketing.After that,the paper use the theory of brand positioning and IMC,Combining with enterprise brand development strategy and digital new media Marketing characteristics and Customer information acquisition channel preference,Put forward specific brand marketing strategies from five aspects as below: brand positioning and image,brand technology innovation,brand resource integration(I),brand marketing activities(M),and brand communication channels(C).Finally,the paper Proposed the implementation guarantee measures from four aspects of organizational,capital finance,technology and system.We hope that the brand innovation and integrated marketing in the digital new media era can help R Company expanding its brand audience and influence,increasing product added value,improving the market competitiveness and bargaining power of products,and keep their healthy and sustainable development.At the same time,we also hope it’s can bring reference and inspiration to the brand marketing and management of other intermediate industrial products enterprises by the process research and experience summary of R company becoming the leading brand in the compressor industry.