Orange Chu Brand Marketing Case Study

With the highly integrated market competition,more and more enterprises began to implement brand marketing strategy,in order to enhance their own soft power and market competitiveness.However,due to the lack of correct brand marketing ideas and clear ideas,many enterprises do not realize the transformation through brand marketing.Therefore,how to combine the current situation of the company,at the right time,choose the right product,make a reasonable branding and marketing program development,is highly concerned about all sectors of the community.This paper uses a combination of questionnaire survey and theoretical analysis of Orange Chu brand conducted a detailed analysis,are as follows:The first chapter is the introduction,which introduces the research background,research significance,research methods and ideas.The second chapter is an overview of the brand marketing of.The first chapter describes the origin and development of,and from the organizational structure,personnel structure,Data and service guarantee.Then,based on the analysis of market environment,new product discovery,platform promotion,brand image building,cooperation and win-win sales model construction,the process of brand building is described.The third chapter is the case analysis of Orange Chu brand marketing.First,using the Pest model and Porter's five forces model,combined with Maslow's demand theory and the questionnaire survey results to analyze brand's marketing ideas,including external Environmental analysis,consumer demand analysis,competition crisis analysis,brand positioning analysis and marketing analysis five big chunks,followed by the introduction of the Orange Chu brand marketing highlights,including mining product invisible content,the establishment of an independent brand IP,creating a story brand,Sharing feelings with the Internet,triggering emotional marketing,exploring and extending brand charm,Finally elaborated the influence of Orange Chu and put forward marketing recommendations;The fourth chapter made a summary.