ZhuHeng Banana Brand Strategy Research

With the development of social economy and the improvement of people’s living standards, people’s consumption ideas have changed greatly, their brand awareness has been greatly improved, which makes the brand consumption into people’s life. Therefore, the proper implementation of brand strategy for the survival and development of the modern enterprise is crucial, it can not only enable enterprises to increase market share, but also help enterprises to enhance the image and efficiency, so as to achieve the purpose of expanding revenue.ZhuHeng group is a trade company which main business is growing, packing and saling bananas. This paper is based on the ZhuHeng group, through the research of the production of banana brand currently situation to find the problem that the enterprise in the process of implementation of the brand strategy, and to improve the brand awareness and influence for the relevant solutions. According to these design of the brand strategy, it has important significance to promote the development of banana industry of ZhuHeng group.This article first illustrate the meaning of the brand and the meaning of the brand strategy has been described at the same time. Then the division of the brand have also been illustrated and explain the important role of brand strategy. Here we mainly illustrate PEST theory. To live in a constant process of building our brand environment faced analyzed from a macro perspective based on PEST theory, mainly from the following aspects. First, the political environment; the second is the economic environment; the third is the social environment; Fourth, technology environment. Then focuses on the development status and direction of development of the industry, and competition within the industry structure were studied and analyzed. We also analyzed the factors which affect consumer buying. Finally, focusing on ZhuHeng Group brand strategy implementation and safeguards will be described.