Research On Brand Building Strategy Of J Power Supply Company

With the continuous deepening of power system reform,the production and operation environment has changed.The introduction of competition mechanism in the electricity sale side makes power supply company face more and more fierce competition.As one of the most important means to improve the competitiveness of company,brand building help the company adapt to the change of market situation and achieve long-term development.In this paper,based on the study of related literature at home and abroad,the definition of electricity brand are defined,the SWOT model and the main stage and core content of brand building are expounded.Then,this paper analyzes the current situation of brand building in J power supply company from the perspective of brand shaping,brand management,brand spread and brand maintenance and points out the existing problems.The SWOT model is utilized to analyze the advantages and disadvantages as well as opportunities and threats of brand building in J power supply company.The overall recommendations are proposed according to the SWOT analysis.Finally,based on the internal and external environment of J power supply company,the brand building overall strategy are determined which covers work principle,work point,work dimension and the ascension of goal.The specific methods of brand building are putting forward from the five aspects of brand shaping,brand spread,brand maintenance,brand crisis management and brand safeguards.In brand building,the characteristic service can be built,the communication with stakeholders should be strengthened and the management of social responsibility must also be deepened.In brand spread,the means of communication including new media should be comprehensively utilized to broaden the channels of communication and enrich the positive content.In brand maintenance,a three-in-one brand maintenance work mechanism including public opinion,petition letter and the law.In brand crisis management,the appropriate treatment is determined according to the crisis in the different phases.In brand safeguards,the company should improve work system,standardize the management process and enhance the quality of the team.This paper aims at summarizing the brand building strategy under the background of power system reform through the research of J power supply company on brand construction,which enriches the case studies on the theory of brand building of electric power enterprises.The research results in this paper not only point out the direction for brand building of J power supply company,but also have a certain reference significance for other power supply companies to carry out brand building work.