A Brand Positioning Study Of S Industrial Enterprises

With the transition from the industrial economy into the global information economy,further standardization requirement of market order,the brand positioning of industrial products plays a more and more important role in the purchase decision,It is very important for the industrial enterprises to establish the brand image,enhance the core competitiveness,and establish an effective brand positioning strategy.This thesis uses case analysis,and take lightning protection industrial enterprises S company as the research object,according to the special product characteristics and marketing communication mode,Starting from the theory of brand positioning,brand communication,integrated marketing communication and brand core value,brand loyalty,brand differentiation.First,we give an overview about S company and the lightning protection industry,use five forces model and point out the problems of the S company's brand communication system,product system,price system,marketing mode and management system,analyze the industry competitive environment using five forces model,and then combined with the S company's marketing present situation,pointed out the problems of the S company's brand communication system,product system,price system,marketing mode and management system,figure out a brief analysis of the actual situation of enterprises.Finally,points out the feasibility and necessity of the strategic adjustment of differences through market research,data analysis,SWOT theory,STP theory and the theory of brand assets such as marketing management theory,and puts forward the optimization scheme of the differentiation strategy of various elements.The innovation of this thesis:starting with the present brand positioning of S company,using theory of innovative brand communication,breaking the shackles that industrial products only focus on direct customer communication and ignore brand communication,extend the spread of tentacles to the end consumer in order to rich industrial brand positioning strategy.At the same time,many industrial enterprises are facing the problem of "low price competition" and the assimilation of products,which makes the market competition more and fiercer.This thesis also hopes to take S company's brand positioning strategy as an example to carry out effective research and analysis in order to provide some reference for other similar industrial enterprises in brand positioning.