Better Choice For The Brand Strategy Of RG Company,a China’s Export-oriented Small & Medium-sized Enterprise

The Belt And Road construction concept proposed by China has strongly promoted the economic development of the three continents of Asia,Europe and Africa.There are more and more opportunities for China’s export-oriented SMEs to participate in international market competition.However,compared with foreign enterprises,China’s export-oriented SMEs in the implementation of brand strategy is inadequate.The continuous improvement of labor cost in China has no obvious advantage in relying solely on low-cost competitive strategy.How to build the private brand of SMEs has always been a major problem facing China’s export-oriented SMEs.In view of this,this paper adopted case analysis method and SWOT analysis method to master relevant theories such as brand strategy management of export-oriented SMEs by studying relevant literature at home and abroad.It analyzed the current situation of brand strategy management of RG company and summarizes its current situation and problems in brand strategy management.Finally,on the basis of analyzing the causes of the problems in RG company brand management,this paper put forward the targeted optimization countermeasures for brand strategy implementation.The countermeasures for optimization include :(1)improving the brand quality management system,including doing a good job in overall quality management,paying attention to the research and development of new technologies and new products,and paying attention to after-sales service;(2)pay attention to the effective implementation of multi-brand strategy;(3)establish clear market positioning;(4)enhance brand strategy awareness and focus on the implementation of export brand strategy;(5)pay attention to the planning and management of brand strategy;(6)pay attention to brand value management.Through the research on the implementation of RG company brand strategy management,this paper aims to further enrich the theoretical knowledge of brand strategy management of China’s export-oriented SMEs,and provide reference for other export-oriented SMEs’ brand strategy management practices.