Research On The Brand Value Enhancement Strategy Of "Three Squirrels" Under The Background Of New Retai

As the national economy develops and the per capita income level increases,leisure food has become a necessity for people.With the advancement of economic globalization,market competition is shifting from price competition to brand competition.The homogenization degree of leisure food products in China is severe,and market competition is increasingly fierce.Under the promotion of the brand power strategy,it is urgent to correctly choose the brand competition strategy,seize the golden period of industry development,enhance brand value,seize market share,and consolidate the position of enterprises.Three Squirrels,with its excellent marketing capabilities and high cost-effectiveness,has quickly grown into a representative national brand in the leisure food industry.However,with the development of the new retail "online + offline + logistics" integrated model and the weakening of the Internet dividend period,how Three Squirrels can enhance its brand value and gradually build competitive advantages becomes particularly important.This thesis aims to study the brand value enhancement strategy of Three Squirrels in the new retail model.Firstly,existing theoretical ideas such as new retail,brand value,brand value evaluation,and brand value enhancement strategies are comprehensively sorted and analyzed.Secondly,the David Aaker brand asset five-star model and brand value composition element model are used to construct brand value evaluation index systems from the perspectives of enterprises,consumers,and society.Thirdly,based on typical interviews,questionnaires,official data,etc.,empirical analysis is conducted on the existing problems of Three Squirrels brand value.The research shows that to maximize the brand value of Three Squirrels,it is necessary to consider from the perspectives of enterprises,consumers,and society.Among them,based on the enterprise perspective,insufficient R&D investment,high product quality control risks,and increased traffic acquisition costs are the key reasons for the lack of core competitiveness of the Three Squirrels brand.Based on the consumer perspective,Three Squirrels’ brand awareness,cognitive level,association level,and loyalty all have great room for improvement.Based on the social perspective,Three Squirrels frequently suffers from infringement,plagiarism,and other issues,as well as being reported by relevant departments for unqualified products.Finally,based on the existing problems,this thesis proposes brand value enhancement strategies and suggestions for Three Squirrels.In summary,this thesis aims to provide practical and feasible technical paths to enhance the brand value of Three Squirrels through in-depth analysis of its brand development status,and provides reference opinions for managers of other domestic peers in formulating brand development strategies.It also helps to implement the brand power strategy and accelerate the development of Chinese brands.