Research On The Brand Strategy Of XW Group

With the development of economy, the market competition becomes more and more serious, the resulting homogeneous products every hour and moment did affect consumer choice. Corn oil as a new product of edible oil industry, also has become the choice of target consumers. Enterprises for their own advantage in the market competition status, need not only be guaranteed in the quality and safety of products, also need to show more reason to choose for the consumer. Enterprises are inevitably required to put the construction and implementation of brand strategy on the higher level.There is no successful practice without the support of theory. This paper focus on the analysis of the theory of the brand strategy researched by related scholars. It also classified extraction theory to study this case, combined with the author’s analysis, the effective theory for the corporate brand development. At the same time, with the help of SWOT analysis and competition analysis theory of product to make the appropriate positioning. XW group is a professional manufacturer of corn oil. From the beginning of behalf of the processing to Chinese corn oil leading brand now, XW group walked all the way through a period of expansion and brand development bottlenecks, the typical significance of the brand strategy.Taking the corn oil brand XW group as the research object, in the dual analysis of the progress of development of corn oil industry and brand background, this paper surveyed the development situation of XW group maize oil brand and found the problems existing in the development. It also gave a detailed analysis in aspect of the brand differentiation,competition, publicity, promotion.Combined with the practical problems of the enterprises the author gave the development of brand strategy. Some feasible suggestions are also given in aspect of brand strategy of selection,optimization and security measures.This paper aims to sort out and research of brand theory that is suitable for the enterprise development and to find the way of implementing and developing the brand strategy of private enterprises.