Research On Brand Marketing Strategy Of Willow Products Of GY Company

In recent years,as people’s consumption concepts have changed and income levels have increased,wicker products have become more and more popular among consumers,strong consumer demand has prompted a large number of engaged in the wicker processing enterprises develop rapidly.However,as a whole,brand value of wicker products is not prominent and their marketing strategies are relatively backward.Most companies still take quality the core of competition,take marketing channels as their competition,leading to the market competition is becoming increasingly fierceIn the foreign trade market,most wicker enterprises mainly by the generation of processing,the lack of pricing power of products,forming a strong product brand weak situation.Facing the pressure of domestic and foreign market competition,wicker enterprises urgently needs to change the traditional marketing mode and optimize the brand marketing strategy.Therefore,strengthening the research on the brand marketing strategy of wicker products is helpful to solve the competition problems faced by wicker enterprises in China and improve the overall development quality of wicker industry.This paper takes GY Company as the research object,combined with relevant domestic and foreign brand marketing literature,and understands its brand marketing status through questionnaire surveys,visits and seminars,etc..And at the same time Porter’s Five Forces Model and SWOT Analysis were introduced to analyze GY’s brand marketing environment.And the company’s problems in brand positioning,brand design,brand promotion and the problems in brand maintenance strategies were summarized.And based on the actual development of the company,brand marketing optimization strategies and safeguard measures were put forward.Including repositioning the target market,giving brand cultural connotation,highlighting brand personality,using new media for brand propagation,and improving levels of brand services.This paper through the research on the brand marketing strategy of GY’s wicker products,it can provide some reference for other companies in similar situations in brand strategy.