Brand Strategic Research Of Zhejiang XY Limited Liability Company

In recent years, the succession of double-digit growth rates of China’s catering industry have become abright spot in the industries of national economy. But with the development and the increasingly fiercecompetition of the market economy, catering enterprises are changed from regional product competition,capital competition, price competition, talent competition, technological competition and informationcompetition to the comprehensive strength of the overall competition, which called the brand competitionof the enterprise. Brand construction plays an important role of the enterprise development, thus to improvethe competitiveness of catering enterprise, which is becoming the important feature of the development ofcatering enterprises in the new century.In this paper, the brand strategy of the XYcompanyis the object of study, guided by the theory of thedomestic and foreign brand strategy, brand creation and others. To carry out the research by looking up theliterature data and proceeding field survey. In the process of brand strategy making, the first step is toanalyze the external environment of XY company, including the present situation and the trend of thecatering industry, the customer’s demand trend and the competitor’s situation. The analysis of the currentsituation of XY company by means of the theory of SWOT has summarized the strengths, weaknesses,opportunities and threats of the implement of brand strategy of XYcompany, providing basis for theestablishment of brand strategy. Then, to find out the brand strategy of the XY company on the foundationof analysis of marketing, environment and the group resource and ability. The design of the brand strategycontain six aspects of the building of the brand vision, brand core value, brand positioning, brand extension,brand spread and brand maintenance. The ways of brand strategy developing including three aspects, theseare the strengthening of domestic publicity of the brand, the brand promotion applying the marketingstrategies and the expansion of the international market. Finally the paper has proposed the implementationand control strategy in order to ensure the definite implementation of brand strategy.The purpose of this study is to offer some suggestions for XY company to develop brand strategy inthe fierce market completion through a combination of brand theory and XYcompany practical operation,and also provide a reference for the company of the same industry.