Research On Brand Construction And Communication Strategy Of LC Company In European Market

In the early 1980 s,the artificial turf industry developed rapidly in the world,among which the strong growth of European market attracted the attention of various artificial turf manufacturers,and a number of internationally famous artificial turf manufacturers in Europe have formed.During recent years,the sales pattern of artificial turf in Chinese market tends to be stable and the production capacity is excessive.Most artificial turf enterprises set their sights on the international market.But due to most of these Chinese manufacturers are engaged in OEM,and stick to traditional manufacturing mode,they have to enter some edge markets or non-mainstream markets in developed countries at low prices as a ‘key',although the sales volume has increased,but unable to realize the profit margins,and even more difficult to get into core European market.In this context,it is particularly important and urgent for China's artificial turf industry to promote brand value,establish international brands and improve the technological content of products in the process of expanding international market.Here takes LC company to systematically research its brand construction and broadcast in European market.Firstly,this paper reviews the theories related to brand.Secondly,it makes a systematic analysis of the macro environment and industry status in European artificial turf market,and analyzes the brand problems of LC company in European market.On this basis,the brand construction of LC company in the European artificial turf market was researched,and the brand connotation,brand positioning and brand design were defined and formulated.After that,the paper managed the brand communication of LC company in the European market,including the formulation of communication strategy and the way of communication implementation,and tracked the effect to ensure the continuous promotion of brand construction.This paper hopes to make an in-depth and systematic study on the brand construction and communication of LC company in the European market,and seek an effective way to improve the popularity and reputation of LC company in the European market,so as to provide guidance for the international marketing work and provide reference for the international marketing and brand building work of the similar companies.