The Study On Brand Marketing Strategy Of Shandong Hualu-hengsheng Chemical Co.,Ltd

In recent years China’s economy runs at full speed,which has speeded the development of domestic chemical industries and technical progress of chemical enterprises.Domestic chemical enterprises have gotten sharply improvement in many aspects including production technology,capacity,quality,autonomously knowledge property rights,but in the meantime the excessive development speed has also caused serious problems such as overproduction and unsalable products.As for coal chemical enterprises whose main materials are coal,they also face above problems.In recent years coal chemical enterprises are in the difficult period of development because of the joint affection of current policy environment,situation of market,and enterprise merger behaviors.Under the pressure of increasing marketplace competition,how to break current situation,distinguish from a large number of enterprises,and get survival and development,which have been the severe issues for coal chemical enterprises in the near future.As a core theoretical tool for modern enterprises to compete for market share,brand marketing has become a kernel strategic issue focused by many domestic coal chemical enterprises.Hualu-hengsheng is a modern chemical enterprise transformed from traditional coal chemical industry,and it has the characteristics of outstanding main industry and leading technology.It is a company with much higher investment value among many listed chemical enterprises,and most of the economic data indicators are superior to the same industry companies.For Hualu-hengsheng as a representative of China’s relatively advanced chemical technology level,whether it can maintain its competitive advantage and promote the sustained and stable growth of economic indicators in the future market development is an urgent issue.From the perspective of enterprise marketing,promoting brand marketing rapidly becomes one of the key factors to solve the problems.Brand marketing is the trend of enterprises development,and the competition in the future market is ultimately brand competition.At present,actively promoting the brand construction of HualuHengsheng will play a decisive role in occupying the competitive position in the present and future market.Moreover,with the rapid development of the times,the era of brand competition has come or will soon come.Enterprises without brands will gradually be eliminated by the market in the future market competition.Based on this,this article firstly analyzes domestic and foreign brand marketing research,and then dissect core concept and theory including the definition of brand and brand marketing,and the theory of brand marketing,brand management,STP,SWOT,and PEST.Secondly,using PEST model,combined with the actual situation of Hualu-Hengsheng,industry status and competitors,this paper analyses Hualu-Hengsheng brand marketing environment and current situation of brand marketing management,and puts forward the existing problems in brand marketing.Thirdly,using SWOT model to analyze the strengths,opportunities,weaknesses and threats faced by Hualu-Hengsheng,this paper puts forward the opportunities of Hualu-Hengsheng under the current comprehensive factors,and explains the importance of brand marketing to promote the development under this opportunity.Finally,through the study of brand marketing theory,this paper puts forward comprehensive brand marketing strategy of Hualu-Hengsheng,and explains that Hualu-hengsheng needs to promote brand work at many levels to ensure the smooth implementation of brand marketing strategy,and also explains that the employees’ understanding of corporate brand culture is an important strategy and method to promote the brand awareness effectively.The research shows that Hualu-Hengsheng is gradually completing the transformation from basic bulk products to fine,functional and diversified Industrial Chain.Hualu-Hengsheng,as a representative modern coal chemical company in the industry,has many advantages,such as independent intellectual property rights,industrial technology,and cost controlling and so on,but still has some gaps in the enterprise size and market position compared with other domestic advanced coal chemical enterprises.There are some problems in brand marketing construction,such as unclear brand market positioning,traditional and single brand communication means,simple brand marketing method and incomplete brand management system.In summary,this paper formulates brand marketing strategy for Hualu-Hengsheng,including four aspects: brand positioning strategy based on target customers,all-sided brand communication tactics,variant brand marketing tactics,and comprehensive brand management and control tactical.In addition,the successful implementation of brand marketing strategy also requires the active cooperation of relevant departments of enterprises,and measures should be taken to effectively guarantee the brand marketing effect from three aspects: resource allocation,performance management and cultural construction.The implementation of Hualu-Hengsheng Brand Marketing Strategy helps to improve the competitiveness of enterprises and promote their sustainable development,enhance theinfluence of corporate culture,and create well-known products and domestic and international corporate brands while improving the influence of enterprises.