W Flour Company Based On Marketing Environment Research On Brand Strategy Optimization

Brand represents the appearance and image of an enterprise,and it is also a n important basis for an enterprise to base itself on the market.The developmen t of brand strategy determines the promotion and development space of enterprise s.A brand that can be remembered,liked and willing to buy usually has high p opularity and high recognition.The operation and management of modern enterpr ises needs the full accumulation of brand culture,and the support of brand cultu re image is also a necessary condition for the healthy development of enterprises.Flour,as people’s daily consumer goods and necessary means of production,the development of such industries is not only to satisfy hunger,but also related to the country’s food security in terms of its production technology,reserves and t echnical means.General Secretary Xi once said:as the country with the largest population in the world,China must firmly grasp the initiative of food security."The smell of wine is afraid of the deep lane".High quality and cheap flour,wi thout the support of brand strategy,will also be defeated in the fierce market co mpetition.Founded in 1989,W Flour Company has grown step by step from a small workshop with a flour production capacity of less than 15 tons to a large flour enterprise with nearly 20 subsidiaries,more than 30 large-scale flour workshops,nearly 100 modern equipment,a daily wheat processing capacity of 64000 tons,and more than 6000 employees in 6 provinces and 18 regions of the country.In the past two years,W Flour Company’s market share and share have stagnated,and negative news about products have occurred from time to time,The produc t sales channel is not smooth.In the market research,consumers do not recogniz e its brand enough,and the brand publicity method is single.In the final analysi s,W Flour Company only pays attention to the production and sales in the deve lopment,and does not invest in the strategic planning and marketing of the bran d.It lacks attention and has a single brand type.Lack of brand promotion,insuf ficient brand innovation and unclear brand positioning.The brand strategy optimi zation of W flour company is extremely urgent.Firstly,it describes the background and significance of brand strategy,expou nds the importance of brand for enterprise development,summarizes the develop ment status of brand strategic management at home and abroad,and defines the innovation points and research methods.Secondly,it lists and analyzes the proble ms existing in the current brand strategy of W flour company,uses the relevant management theoretical research tools to optimize the brand strategy of W flour company,and forms data support for the brand of W flour company through que stionnaire survey.Thirdly,through the field visit and investigation of the current operation status,existing industrial resources and production capacity of W flour company,this thesis summarizes and analyzes the internal and external environm ent of W flour company,such as policy environment,economic environment and technical environment,and uses SWOT tool to make a higher-level analysis and judgment from the advantages,disadvantages and challenges of W flour compan y,so as to design a plan for the brand strategic development of W flour compa ny;Finally,it puts forward detailed brand strategy measures from four aspects:product portfolio,price,channel and integrated communication,and formulates gu arantee measures of system and human resources,so as to improve the core bra nd competitiveness of W flour company.