Research On The Brand Management Strategy Of HF Flour Company

With the globalization of the market economy,the increasingly fierce market competition,consumer,differentiation competition between enterprises has not only reflected in the product,brand operation has gradually become the most important marketing tool for businesses.Flour as an important staple food in northern China,the market demand is very large,domestic flour market competition is unusually intense.China has been the emergence of a large quantities of flour brand,occupied a certain share of the market,with foreign brands of the continuous influx of,domestic flour market brand competition entered the incandescence.Add flour products homogenization more serious,makes the brand strategy has become a competitive differentiation,to seize market share is the most important means.But at the moment,I In flour processing enterprises,especially the flour medium and small sized private enterprise exists in the backward production capacity,product structure is not reasonable,research and development efforts are not enough,brand marketing ability is low,many small and medium private flour enterprises facing bankruptcy threat.This paper with HF flour company as an example.Firstly,the paper introduces the background of the research,describes the topics of theoretical and practical significance,briefly introduced the the research ideas,contents,methods and;secondly,reviews the theory and research status of domestic and foreign brand and brand strategy,especially the theory of PEST analysis,SWOT theory and the "Five Forces Model";thirdly,through field survey Research HF flour company current operations and brand management situation,in-depth analysis of facing the company,external environment that the enterprise macro environment,industry environment,competition and existing resources,core competence,and then use the relevant theories of strategic management and brand marketing research of the brand and brand strategy,try to combine the concrete practice of the theory of brand strategy and HF flour company;finally,with the overall brand of present stage HF flour company SWOT analysis as an opportunity,respectively,from product strategy,price strategy,channel strategy,integration communication strategy and integrated marketing communication strategy five aspects of HF flour company Brand strategy to design,and from two aspects of organization and human resources put forward the protection of the implementation of the brand strategy.