The Study On Brand Positioning Of Company HGS

HGS company is a professional enterprises which produces and sales Zitong pastry food.Just like other small and medium-sized enterprises,HGS company keeps its focus on manufacturing and management without noticing the importance of brand building.Because of lacking brand strategy planning,there is no reasonable brand positioning.This company needs to enhance brand influence and competitiveness by building the brand.According to the questionnaire and literature research,this paper makes comprehensive analysis of HGS company's brand positioning.The paper is divided into six parts.The first part puts forward the background,purpose and significance of this study and to present situation of domestic and foreign research;The second part introduces the relevant concepts and theories to describe the brand,brand positioning,regional brand,Porter's "five forces" theory,STP theory,and provide a theoretical basis for the following analysis;The third part mainly analyzes the current situation of HGS company's brand,including the company's general situation and the problems existing in the brand management.The 4th part combines the domestic biscuit industry development present situation,uses the Porter five forces theory to analyze the HGS company industry environment as well as the STP theory to carry out the analysis to the HGS company brand localization;Part 5th expounds the safeguard measures of HGS company to implement brand positioning;Part 6th summarizes the full text,and looks forward to the next step.Through the research,the shortages of HGS company are the lack of brand positioning awareness,brand maintenance awareness,brand publicity and Brand marketing awareness management.By analyzing the industry environment of company HGS and the theory of STP,the target market of company HGS is the group of visitors aged 19 to 50.The traditional culture of Zitong pastry is unique.The core value of company HGS is "inheritance,innovation,fashion and health" which is extracted fromthe combination of traditional craft and modern fashion life and science and technology.Based on this,the target population is positioned differently.Finally.It is necessary to cultivate the cultivation of brand awareness and brand culture,strength the brand maintenance awareness and brand positioning and communication,establish a competitive marketing system and build a win-win cooperation platform and other brand positioning safeguards.