Research On The Youth Strategy Of D Candy Enterprise Brand

Since China’s accession to the World Trade Organization,foreign retail industry in China’s domestic retail layout is quite active,foreign candy brands continue to occupy,encroach on the Chinese market,one after another to acquire Xu Fuji,golden monkey and other well-known Chinese candy brands.With the continuous improvement of living standards,consumer demand has begun to shift from subsistence to enjoyment,and product competition has gradually transitioned to brand competition.In the face of the changing market environment,most local confectionery companies have failed to make rapid changes,falling behind in brand operation,and gradually falling into the business dilemma of weakening competition and serious brand aging.This paper puts forward the problem of how to realize the brand rejuvenation of local candy enterprises,and studies and analyzes the D brand represented by northern candy in China as an example,in order to solve the practical problems of enterprises,and provide some reference for the brand rejuvenation construction of local candy enterprises.This paper takes asking questions,analyzing problems and solving problems as the research ideas,and uses literature research method,SWOT analysis method,analytic hierarchy process(AHP)and questionnaire survey method to deeply discuss the rejuvenation strategy of D candy enterprise brand.The details are as follows :Firstly,the literature research method is used to search and consult the relevant literature of brand rejuvenation,to understand and analyze the current situation of brand rejuvenation;Secondly,SWOT analysis method is used to qualitatively analyze the internal and external competitive environment and conditions of D brand.Based on this,AHP analysis method is used to quantitatively analyze and determine the strategic decision matching D brand;Finally,the questionnaire method was used to investigate the consumption of candy by the subjects and the market performance of the D brand,and to study the impact of product satisfaction,brand personality and brand communication on consumers’ purchase of candy.The questionnaire was distributed through the Credamo platform.The subjects involved 21 provinces and 73 cities.A total of 250 questionnaires were distributed,241 were actually collected,and239 were valid.Based on the above research results,this paper puts forward overall,systematic and targeted brand rejuvenation suggestions for D enterprises from the aspects of brand positioning,product innovation,brand personality and brand marketing.