LF Food Culture Co.,LTD.Brand Development Strategic Research

With the rapid development of the economy and society,the Internet technology has made rapid development by leaps and bounds,and the people’s demand for material culture and a better life is increasingly strong.In particular,the consumption demand of Chinese time-honored catering products is being significantly improved,which is extremely beneficial to the development of some time-honored catering enterprises.However,with the deepening of economic globalization,the rapid development of the catering industry,the brands of time-honored catering enterprises gradually began to decline,consumers,especially young consumers,gradually blurred the understanding of time-honored catering brands,and the market competitiveness is gradually declining,which is not conducive to the sustainable development of time-honored catering enterprises.In addition,at present,China carries out the domestic and international double circular economy mutual promotion of the new development model,the party’s20th report pointed out to adhere to the development of the economy focus on the real economy,a series of good news for many domestic Chinese time-honored brands,brought a rare opportunity for development.This thesis takes the brand strategy of LF Food Culture Co.,LTD.As the research object,collects relevant information through literature review,field investigation and visits,case analysis and judgment,questionnaire survey and other ways,and according to the knowledge of strategic management,uses strategic analysis tools such as PEST model and Porter Five-force model.First of all,we integrate the relevant research data at home and abroad,make full use of the outstanding characteristics of the time-honored brands,provide a theoretical basis for this research,and explore the strategic development ideas of LF brand.Secondly,I conducted internal field research in LF Food Culture Co.,Ltd.,focusing on the internal management,architecture mode,daily operation and brand history of LF brand,so as to get the most targeted and timely first-hand information.Moreover,the LF diet culture co.,LTD.,the external environment are analyzed from the aspects of economy,policy,industry,LF diet culture co.,LTD.,brand using questionnaire survey,using relevant data,emphatically analyzed LF diet culture co.,LTD.Brand development status and the main problems,and tease out the development opportunities.Finally,according to the market environment analysis,brand development status,problems and opportunities,it provides the development direction for the brand strategy formulation of LF Food Culture Co.,LTD.This paper uses the brand strategy theory,adhere to the principle of seeking truth from facts,the strategy and implementation principle of the company’s brand adhering to the “customer is god’’ concept,adhere to the customer-centered,do prominent characteristics,keep pace with The Times,formulated the LF food culture Co.,LTD.Brand development of short-term and long-term goals,From the product culture,trademark connotation,slogan design three aspects to shape and build the company’s brand content and image,Formulated the brand positioning strategy of differentiated market,brand spirit and product price,To use Tik Tok and other network platforms,Internet celebrities,public relations and other ways to promote the brand,Brand extension planning of implementing the main and secondary brand strategy and vertical integration strategy,Set up a special brand management and planning department,Strengthen brand protection and deal with brand crises,Comprehensively improve the competitiveness of the brand,Truly realize the company’s brand development.