The Research On The Brand Positioning Of Guangyuan-Flying Eagle Fireworks Company

Liuyang’s fireworks making is a traditional small industry, a local pillar industry that has made a huge contribution to the region’s employment, economic and social development. With the continuous development of the global economy and people’s demand for increasingly rich, fireworks industry meets a new vitality and prospects, hence it is at a stage of rapid development. But within the industry there are also serious problems, technology is not that high-tech, competition is not under regulation, and so, especially without a strong brand in the market. As for Guangyuan Eagle Liuyang Fireworks Company, one of the top five in the market has a long way to go to strengthen its "Eagle" brand.Marketing is going to be the war of brands, it will be based on brands, hence with the market is more important than a factory, and the only way to have a market dominated by a strong brand. This paper takes Guangyuan Eagle Company for the study. There are two blocks relating to brand strategy that need further study, one is the methodology for brand positioning, the other is brand extension strategy. This article focuses on the research of methodology for corporate brand positioning. Based on a wide absorption of existing research results from home and abroad, the inner content, strategy and process of brand positioning are conducted with in-depth analysis. Based on Guangyuan Eagle, industry environment, competitors, fireworks consumers and the company’s capabilities and business operations are discussed. Through qualitative and quantitative methods, the main points for brand positioning and building as well as reasons behind them are found. This consumer-oriented study is based on related model and measurement method home and abroad, and theoretical analysis, mathematical methods, modeling, empirical research are the main lines for study. At the same time, it also discusses the current status of domestic and foreign research, evaluation index system of brand positioning are established through brand positioning map after thorough analysis of the theory of branding and positioning, and factor analysis method is introduced for brand positioning and measurement. There are five parts in this article, the first part describes the background and significance, research ideas and research methods, and the second part describes the brand positioning theories from home and abroad in detail, Evaluation Measurement System for brand positioning is constructed in the third part, the fourth part of the questionnaire survey and the design and conduct an empirical study, the fifth part of the empirical analysis based on the results presented Guangyuan Eagle brand positioning strategy of integrated communication and security.Based on in-depth research of relevant theory and methods, this paper constructs an evaluation index system for brand positioning, discusses the mathematical methods for positioning and evaluation, focuses on "Eagle" brand, and conducts an empirical study on brand positioning and evaluation. This research is putting forward the practical significance for brand positioning, in the hope of bringing certain significance for other fireworks companies at the same time.