Research On Brand Communication Strategy For YY Food Ltd.

In recent years,the market is increasingly competitive,companies must play in order to enhance the competitive strength of the brand.Every enterprise which wants to keep the priority position in the fierce market competition,should not only have its own brand,but take their brand strategy as the main means of marketing competition,which can improve the enterprises' brand image communication effectively.Because good reputation,influence a wide range of brands can stimulate consumer desire to buy,but also allow enterprises to brand the product with its own characteristics,so that the company's products with other distinguished brands to win the trust and support of consumers,increase their loyalty degree,and develop more potential consumer groups.This paper focus on the study of the communication strategy for YY Food Ltd.,trying to find out the existing problems,and draw lessons from the spread of the brand image and integrated communication theory,combined with the current market environment and the existing conditions put forward the corresponding improvement methods,so as to establish suitable for the company's brand communication strategy,enhance the brand influence of YY Food Ltd.in the domestic market,promote the YY Food Ltd.enterprise strategic target realization.This paper is divided into six parts.The first chapter of this paper is introduction,it introduces the research background,research purpose,significance,research contents.The second chapter theoretical review discusses about the brand,integrated communication,brand concepts and theories.The third chapter introduces the development history and the status quo of the brand of YY Food Ltd,elaborates the structure of its brand image.The fourth part try to give some analysis,summarize the problems of the brand communication of the company.The fifth part then tries to give the corresponding strategies of brand communication,hoping to provide advices and solutions for YY Food Ltd.The last chapter is the conclusion and outlook.