Research On Brand Strategy Of YD Power Generation Group Under The Background Of New Electricity Reform

In an era of brand awareness is deeply rooted in the hearts of people, brand has become the core competitiveness of the enterprise sustainable development. As the new electric reform policy deepening, it is bound to break out the monopoly of the electric power market. The increasing competition in the electric power industry marketization, forcing power generation companies to transform and upgrade enterprises, and the implementation of brand strategy, in order to occupy dominant position in market competition. As the characteristics of the natural monopoly of power industry in the past and the invisible, homogeneity and other characteristics of the power industry, At present, power generation companies are inadequate understanding of brand construction and importance, researches on brand strategy of enterprises in power generation in China are less. Research the power generation enterprise brand strategy plays indispensable role in enhance the core competition of the power generation enterprises.As the largest and most powerful power generation group in Guangdong Province, research on YD power group company brand strategy not only has great significance to improve the sustainable development of the company, but also has great significance to the brand building of power industry. This paper will use YD power generation group company as an example, by using expert interview, questionnaire survey and literature analysis, analyze the current situation of the implementation of brand strategy YD power generation group company, including brand elements and brand equity.By using basic tools of strategic research such as PEST analysis, SWOT analysis, starting from the company's macro environment, to analyze the influence in company's business that the new power reform policy brings, such as change of operating mode, power supply structure optimization, the cost of compression the environmental protection pressure to. By using the method of questionnaire survey and literature analysis, the analysis of the consumers, competitors and brand elements of the YD power generation group company are done. Combining with company's advantages and disadvantages, sums up the opportunity and threat to the company in the new electric reform background, to find out the breakthrough point of brand building in the context of the new electricity reform, and the brand strategy that suitable for the YD power generation group company is determined. Its brand strategy includes five horizons, brand objective and blueprint, brand positioning, brand image, brand communication and brand management.Based on the brand strategy of YD power generation group company, in view of the shortcomings, draw lessons from the leading of power industry and learn its successful strategy of brand construction. Finally, put forward specific details for the YD power generation group company to implement brand strategy, including brand system construction, optimization of brand communication, improving brand experience, enhance of full participation and the improvement of brand crisis management's degree.