| With the acceleration of global economic integration and the increasingly mature consumer market,consumers have higher and higher requirements for products.At the same time,brands have more and more influence on consumers’ choice for products.Affected by the epidemic,consumers’ consumption habits and consumption patterns have changed.The number of competitors in the industry keeps increasing,whichis causing a huge impact on the development of enterprises.Fuzhou Juchunyuan is a time-honored brand.After one hundred years of development,it has become a comprehensive service enterprise,including catering,food processing,hot spring health care and other industries.Its fotiao wall,Haixin fish ball,Juchunyuan restaurant and other brands have a certain popularity.It has got many advantages for brand promotion and market expansion.For one thing,it owns a certain market share and consumers have demands for products.For another,internal supply chain and platform basis of the enterprise is complete.However,the survey shows that,its brand awareness,brand innovation,brand loyalty are not good.Its brand development is still facing many difficulties.This thesis takes Fuzhou Juchunyuan brand as the research object.Basing on the comments of consumers,it discusses the enterprise soft power--the brand influence,especially the old brand promotion strategy.In order to improve the brand influence of Juchunyuan,the thesis using Modern Brand Theory Consummer Satisfaction and Life Cycle Theory.On the basis of previous studies,this thesis used the research data came from a comprehensive study.Though fuzzy comprehensive evaluation method,empirical analysis of the brand influence of Juchunyuan.The main conclusions are as follows: Currently,the brand construction is at a lower level.There are several problems:(1)insufficient brand promotion;(2)weak product innovation;(3)insufficient social driving effect;(4)weak marketization operation flexibility.Therefore,the author puts forward corresponding suggestion.That is to perfect the current survice,strengthen main business and try to explore more markets.These include:(1)brand position.For different groups of consumers,they choose multiple strategy.(2)Brand innovation.Create young brand management,tell brand story,management innovation.(3)Brand alliance.Establish horizontal internal alliance and external initiative demand alliance.Focus on raw material supply,logistics system,production specialization,and downstream marketing channel expansion.(4)online platform.With the help of new information technology,they are able to build platform.Based on this,the author puts forward four guarantee elements: system guarantee,resource guarantee,talent guarantee and fund guarantee. |
