The Research Of Brand Communication Planning Of On Hing Paper

With the cyclical nature of the paper industry is gradually emerging, production will gradually moving towards stability. However, in the face of fierce market competition, sum up the existing mode and effect of the company's brand communication, which can not meet the company's brand development needs. Therefore, how to optimize the existing brand communication system is significant to promote development of On Hing Paper brand.This paper regards the On Hing Paper (Shenzhen) Company as the study object. Through analyzing the current situation and the existing problems of the company's brand communication, it studies the issue of optimization for On Hing Paper brand communication.This paper is divided into six parts. The first part is an introduction, which describes the research background, the research ideas, and the research significance.The second part describes the brand communication theories that used by this paper. The main theories are:brand equity theory, how to build businesses from the start of brand equity, which describes the five steps of building brand assets.The third part commences with the analysis of current situation of China's paper industry, and combines with the analysis of On Hing Paper Market, by the analysis of stakeholders (competitors, consumers, self-), which allow us clearly see that there are opportunities and threats to On Hing Paper currently.The forth part through the brand marketing 5S diagnostic tools to have a more clear understanding on the problems of On Hing Paper brand propagation, such as:the product s are weak, the market demand is not clear, hollowing out corporate brand value, brand value of products supported by lack of and weak effects on the target customers have.The fifth part, from the perspective of the brand, re-establishes the communication language, brand personality, brand positioning, image, brand core values, product characteristics for On Hing Paper brand communication.The sixth part, annotates that how can the On Hing Paper brand go to the blue ocean of brand development, from the Implementation principles, objectives, specific steps, time, and time advance of integrated communication for On Hing Paper brand.The problems for On Hing Paper (Shenzhen) Company brand communication, which are widespread and have a certain representation in the current development process of Chinese Paper Enterprises. To study and solve their not only is important for the further development of On Hing Paper (Shenzhen) Company, but also we hope that can provide new ideas for Chinese paper enterprises.