Research On Brand Construction Strategy Of Xinzhiyuan Company

With China's goal of becoming a manufacturing powerhouse in 2025,high-end manufacturing has become the top priority of China's industrial development.Under the premise of reducing energy consumption,material consumption and pollutant emissions,China's manufacturing industry has further improved product quality and raised the value of Chinese manufacturing brands.It has set new and more clear requirements,and steel manufacturing industry as the basis of industrial manufacturing.It is also the core of this,which also puts new demands on the scrap steel recycling industry,which is the source of raw materials for the steel industry.The products of the scrap steel industry are basically supplied to steel-making enterprises.It is a typical B2 B product.Through the construction of the brand,it can form a unique brand image in the customer's mind,establish a good brand image,and then better win the trust of customers.At the same time,increase the added value of products,gain the value of the brand,and enhance the core competitiveness of the company.This article takes Xinzhiyuan,a renewable resource recycling enterprise brand construction work established in the past two years as an example,and uses the concepts and methods of domestic and international brand building,brand positioning,brand recognition design,integrated marketing communication,etc.The company's internal and external environment was analyzed to determine the company's market segmentation and target market positioning.On this basis,the paper clarifies the brand positioning and brand concept of Xinzhiyuan,and then formulates the company's brand element design strategy,brand story strategy,brand marketing communication strategy,and proposes the brand's sustainable development for the effective implementation of brand strategy.Security mechanism.Through the strategy of Xinzhiyuan brand creation and development stage,in order to effectively play the company's "post-development advantage" in product and service creation,build the company's brand competitiveness and brand equity,and promote the company's brand value for long-term stable growth.The brand strategy and safeguard measures proposed in this paper not only have certain reference value for the formation of Xinzhiyuan's brand competitiveness,but also have universal operational significance for other brands that also have B2 B brand construction needs.