Research On HaiYanTang Brand Construction Of HYT Company

In the fierce market competition, the traditional product oriented market are converting to the market of brand, brand plays a more and more important role in the competition. Brand construction can not only improve the popularity, reputation, loyalty of the brand, but also help to realize the healthy development of enterprises and continue to bring the profit for the enterprise. Sea cucumber as high-grade seafood, balanced nutrition, has medicinal value and edible value, shows itself in many health food, and is favored by consumers. In the sea cucumber industry, the product almost is similar with each other, the differences is reduced in the various brand, the brand construction has become an important means to enhance the comprehensive competitiveness of enterprises. Sea cucumber enterprises which want to break through the bottleneck of the development, must accelerate brand construction.This paper takes HYT company as the research object, uses interview method to study the present situation of the brand construction of HYT company and the existing problems. Through investigation and research, on the basis of analyzing HYT company's external environment, internal environment and the competitive environment, sums up the brand construction ways for HYT company through the SWOT analysis method, the brand construction become the starting point of competition and an important support. Then, uses literature research method, combined with the brand and brand construction theory, and the actual situation of HYT company, put forward the practical solutions to the brand construction of HYT company, including the brand strategy planning, clearing "love sea cucumber" brand positioning, refining out of the brand core value of "love can bring health, the first thought HaiYanTang brand, safety and fashion", shaping a "lucky" meaning of brand culture, broaden the channels and channel boundary,adopting the integrated marketing communication strategy of brand communication, enhancing brand management and brand crisis management, and proposes security measures of HYT company brand from the market, organization, personnel, culture, funds, quality and innovation.The conclusion of this study, has guiding significance in the HaiYanTang brand construction of HYT company during the actual process, and be helpful for promoting the sustainable and stable development of HYT company. Some opinions and solutions for HYT company, also can be used for reference by other sea cucumber enterprises, hoping to benefit other sea cucumber enterprise brand road, to promote the process of sea cucumber industry brand construction, and the healthy development of the whole sea cucumber industry.