Research On Brand Marketing Optimization Strategy Of Q Food Company

In recent years,with the improvement of the income level of domestic residents,the scale of food industry which dominates the structure of household consumption expenditure continues to expand.The market competition is becoming increasingly fierce,and the market share is gradually concentrated to the head brands.The competition between enterprises has changed from product and price competition to brand competition.The scientific and reasonable brand marketing is crucial for enterprises to occupy a dominant position in the market competition.Q Food Company mainly produces and sells biscuit products.After decades of rapid development,in the face of the intensification of competition in the domestic food market and the influx of foreign brands in recent years,Q Food Company has not taken active and effective countermeasures,resulting in the brand awareness of products decreasing year by year,and the brand influence is still limited to Shandong area.Q Food Company needs to optimize its brand marketing to improve the brand’s core competitiveness and enhance the brand equity and brand value in order to achieve the company’s long-term development goals.In this paper,we take Q Food Company as the research object and conduct in-depth research on how to optimize its brand marketing.Firstly,we use the PEST analysis model,Porter’s five forces analysis model and SWOT analysis model to comprehensively analyze the macro environment,industry environment and internal environment of brand marketing of Q Food Company.And we summarize the current situation of Q Food Company’s brand marketing.Secondly,we use the questionnaire method to investigate the status of brand marketing of Q Food Company.Then we summary the main problems in the current brand marketing of Q Food Company: the brand positioning is unclear,the brand communication strength is weak,the brand innovation ability is weak,and the brand extension is low.After in-depth analysis,we form the reasons to the problems are as follows: the awareness of corporate brand positioning is weak,the brand communication channels are imperfect,the investment in brand innovation research and development is insufficient,and the corporate is lack of reasonable planning for brand extension.Finally,according to the relevant theories of brand marketing,we develop the specific optimization strategies for Q Food Company.Q Food Company should have clear brand positioning,build diversified brand communication channels,enhance brand innovation and development capabilities,and formulate reasonable brand extension planning.We propose the supporting measures from three aspects:organization and system,recruitment and training,and brand marketing funds.The research results of this paper are helpful to improve the brand marketing status of Q Food Company.They can improve the brand marketing ability of Q Food Company and enhance its brand equity and brand value.In this way,Q Food Company can maintain the vitality of long-term development.The research results also have important reference value for the similar food enterprises in China.