Research On The Brand Marketing Strategy Of E-commerce Of HL Company In Wenzho

The brand marketing of hardware products is dominated by several big brands and vicious competition among many small brands.For the e-commerce of small and micro hardware products enterprises,on the one hand,they have to face the cloud and crowding out of the big brands of hardware products,and on the other hand,they have to face the cruel competition of many small brands.How can better maintain good hardware electrical goods brand credibility,how to better the specification of the metal products industry and its behavior,how can better overcome the hardware products as common electric business logistics,information,finance and other problems,the most fundamental or to solve the problem of electricity,the brand marketing the core,to further enhance the brand value,Cover the increased cost of competition and operation with brand premium,improve and effectively solve problems,and finally get good results.Firstly,the research background and significance of this thesis are clarified,the research contents and technical route are determined,and the possible innovations and shortcomings are discussed in depth in order to establish the research methods used in this thesis and lay a solid foundation for the writing of the following contents.Secondly,the development trend and characteristics of the hardware industry in the internet age are analyzed.According to the current market situation of hardware products,the feasibility of hardware products e-commerce brand is analyzed,and the connotation of hardware products e-commerce platform model and hardware products e-commerce brand is further explained.This paper further discusses the development trend and characteristics of hardware industry in the internet age,combining with the current situation of hardware products market,analyzes the feasibility of hardware products e-commerce brand development,and on this basis elaborates the hardware products ecommerce platform model and the implications of hardware products e-commerce brand.At the same time,according to some problems existing in the development of electronic commerce of hardware products in China,some suggestions are put forward for the branding operation of electronic commerce of hardware products.In this thesis,the related concepts of hardware ecommerce,e-commerce branding,brand strategy and marketing strategy are clearly defined,then the research direction of this thesis is clarified by reviewing the domestic and international research literature on e-commerce branding strategy of hardware microenterprises using brand positioning theory,comparative advantage theory and integrative marketing theory.Starting from the present situation of e-commerce development,combining with the characteristics of hardware products and trends of e-commerce,this paper shows that the development of hardware products e-commerce branding is an inevitable trend in the future development of hardware industry,and demonstrates the feasibility of HL hardware brands in the Internet era.According to the questionnaire survey on the brand marketing of hardware e-commerce in wenzhou HL company,it is found that there are some problems in the branding of hardware ecommerce,such as vague brand orientation,insufficient association,narrow brand dissemination,low brand name recognition,low brand innovation,low competitiveness,low brand support and high security.Through the investigation,it is found that the development prospect of electronic commerce branding in hardware industry is good,but it is faced with difficulties such as weak brand awareness,weak brand strategy,inadequate professional staff,inadequate logistics system and inconsistent management standards.Based on the theory of brand positioning,this paper puts forward the marketing strategy of HL Hardware of Wenzhou City based on the existing problems of brand marketing,including clear brand positioning and enhancing associative degree.Fusion brand marketing to improve brand name recognition;Innovate brand,improve brand competitiveness and enhance brand building security in four aspects.