Research On Brand Strategy Of Road Transport Industry In Shandong Province

With the theoretical guidance of brand strategy, this paper uses the system analysis method, case analysis and SWOT analysis tools to research the road transport industry in Shandong Province and makes a comprehensive analysis about the developing reality of the road transport industry brand and the surroundings of the brand implementation strategy in Shandong Province and finds the weaknesses and problems. At the same time this paper makes clear of the planning ideas of the road transport industry brand in Shandong Province. On this basis this paper constructs the level target system model of brands of the road transport industry in Shandong Province and explains the idea of three level brand system strategy to carry out the Industry clusters brand-Family department of the brand-Individual brand with it. For improving the core competence of the whole road transport industry in Shandong Province this article designs a series of strategic operational mechanisms and safeguards about the relevant organization and management agencies, brand communication marketing, brand management and control, brand maintenance.The first part instructs the research objective, significance and research methodologies on the road transport industry in Shandong Province brand strategy. The research is very important to how to enhance the competitiveness of the road transport industry in a changing and creative era. Its objective is to find the questions in brand building of the road transport industry so as to explore and discuss the band strategies. The research uses the literature comb, SWOT analysis, case analysis and other methods.The second part reviews the related theoretical research of the brand strategy and explains the connotation of the brand, brand-level and structure of the strategy, brand planning and implementation of strategies related to the theory and sums up the current domestic road transport industry brand strategy research for the road transport industry. All above has laid a solid theoretical foundation for the road transport industry on Shandong Province brand strategy research.The third part analyses the environment of the road transport industry in Shandong Province brand strategy. It defines the implementation of the main body of the brand strategy-the scope of the road transport industry and summaries the brand-building status and characteristics of the road transport industry in Shandong Province. It utilizes SWOT model mainly to analyses the external and internal environment of the opportunities, challenges, strengths and weaknesses through the implementation of the road transport industry in Shandong Province brand strategy, which will built a better base for further development of brand strategy in road transport industry as a whole.The fourth part makes a plan of the road transport industry in Shandong Province brand strategy, which clears the planning ideas. On this basis it constructs the brand-level target system model and uses this model to explain the implementation of individual strategic thinking about the Industry clusters brand-Family department of the brand-the brand three branding objective system in the road transport industry in Shandong Province band strategy.The fifth part designs the concrete implementation of brand strategy and safeguards of the road transport industry in Shandong Province band strategy. It elaborates on the road transport industry in Shandong Province to implement the strategic concept of the brand-level target system and it should develop the relevant organization and management agencies, brand communication marketing, brand management and control, brand maintenance and a series of strategic operational mechanisms and safeguards, which plans the system for implementing and protecting the brand strategy.The sixth part makes an example of Jiaoyun Co.Ltd. in Shandong Province by analyzing the brand architecture and brand strategy, pointing out that the effectiveness and questions of the company brand strategy. Then it proposes the targeted improvements and suggestions and sums up the useful enlightenment for the entire road transport industry in Shandong Province brand strategy.The implementation of the development of the brand strategy is the only way to adapt to market changes and to improve the competitiveness of the industry. This paper discusses the brand strategy in road transport industry from practice and makes a bold foreseeable future, which will have a certain positive significance to perfect, develop and innovate the service industry theory of the brand strategy. At the same time the text research of the road transport industry in Shandong Province has a very important practical significance for adapting to the changing new situation and enhancing the core competitiveness of the industry and promoting stability and sustainable development of the industry.