Father Company's Brand Marketing Strategy And Tactics Study

In the time that the economic globalization trend has quickened ,the knowledge economy has risen and our economy has integrated with world economy, it has very important practical significance to research how to raise the competition ability of small and medium enterprises. As the discrepancy between the products of different enterprises has become smaller, the enterprise has concentrated more upon brand strategy. However, many small and medium enterprises in our country have not had the brand concept, and do not make the cultivation and protection of brand equity the central task of enterprises, therefore, they cannot make their brand become strong one in the market, which makes them the competition ability is limit and market life is short. All these make formulating and implementing brand marketing strategy have very important significance for the small and medium enterprises.This thesis is directed by the modern brand marketing theory and related marketing theory, and competition strategy theory. From the point of analyzing the market situation and competition situation in fruit juice industry, this thesis first analyzes the opportunity and challenge in the process of producing and operating kiwi fruit juice faced by Laodie corporation. Then brings forward a brand-building model of Quality-building and interest-positioning tact. It formulates a total brand marketing strategy program in line with its practical situation, which includes brand image tact, brand generalizing tact, brand development tact and brand protection and innovation tact, and puts forward the thinking in implementing brand marketing strategy from different links of product, promotion, price and channel tactics. In the end this thesis analyzes the problems which Laodie corporation should consider in the process of implementing brand marketing strategy and forecasts the prospect in its future development. At the same time, this thesis probes into the referencing significance for the small and medium enterprises.