Based On The Enhancement Of Brand Value, Panpan Food Brand Management Program Optimization Research

In the enhanced market competition,food companies can't be satisfied with the basic requirement of public.To realize the durable development of company and play up to the upgrading requirements of customers,especially to their passion and preference to the pursue to brand consummation,the food companies can't stay with an initiate brand management strategy.It is necessary to them to keep their innovation development and to be up to the time,optimize the tradition,keep improving the brand value of their companies,in order to achieve the double wins on both social benefit and economic benefit.This research focus of the project is the brand management of Panpan Foods Company.With four chapters on "Brand management reality,problems and causes","Brand management environment" "Project Design to brand management strategy improvement" and "Project execution insurance plan",by summarizing some international brand management theories such as strategic brand management,Porter's Five Forces theory,customer value theory and brand value management etc.,based on the company strategic management plan,cored with the improvement to Panpan Foods brand value,it analyzes the actuality and principal existing problems of Panpan foods company's brand management referred to the market research by brand value evaluation forms,and solves the problems that Panpan Foods company is facing to regarding the brand management.It studies how to optimize and improve the company and brand's popularity,reputation and loyalty with brand management project,how to communicate with consumers with brand management channels,how to obtain the customers' information,how to release authoritative information,how to deal with the crisis management,to a further proposal on the brand management model and insurance plan which is convenient with Panpan Foods company to improve the brand value of Panpan Foods.This research applies the theory in the reality.It is combined with personal working experiment and based on company strategic plan's angle to analyze the effet to Panpan Foods company from brand value improvement,to explore a feasible plan of brand management which is convenient to Panpan Foods company.The conclusion of this research has theory guidance effect to Panpan Foods company's brand management and reference value to company's brand strategy improvement.