Research On Brand Marketing Strategy Of BGDM Company

With the development of China's economy,the industry of integrated housing is growing rapidly,the demand of market is increasing explosively,it will be a rare opportunity and challenge for the new integrated housing-Domi House production enterprises.BGDM is a professional enterprise that develops and produces assembled building modules and new energy-saving and environmentally-friendly building materials.The main product is a new type of integrated house with various shapes,which can be standardized and modularized.Domi house is a light modular house with the advantages of energy saving,durability,economy and convenience.According to the requirements of assembly,standardization and green energy-saving in construction industry,facing the Emerging Areas of Global Tourism,Characteristic Towns and Beautiful countryside.it is used in new urbanization,residential projects,new agriculture and other new areas.At present,there are fewer Domi House production enterprise,and there is no successful precedent.Successful brand marketing strategy will directly enhance the comprehensive strength of BGDM,and also has important reference value for Domi House production enterprise.This paper takes BGDM as the research object and the industry studied as the integrated housing industry.Taking the brand Domi House as an example,based on the systematic analysis of the relevant theories of brand marketing at home and abroad,this paper optimizes the marketing strategy of BGDM brand Domi House through on-the-spot investigation and other methods.Firstly,through the comprehensive analysis of the external macro environment and industrial competition situation of the enterprise,as well as the evaluation of the internal resources situation of the enterprise,then,this paper uses PESTEL analysis method,Porter's "six forces model" analysis method and SWOT matrix analysis method to analyze the environment of BGDM company,Finally,the investigation method and other methods are used to reveal the current situation of the company's brand marketing strategy,and the brand marketing strategy optimization suggestions are given for the brand marketing status;At the same time,from the establishment of brand service awareness,construction of risk warning mechanism,employee brand marketing training,increase product innovation,brand marketing team building five aspects to propose the implementation of brand marketing strategy safeguards,to promote the high-quality development of BGDM brand marketing.Through the research of this paper,I hope to provide decision-making basis and guidance for BGDM brand marketing strategy,and provide some reference and reference for the brand marketing of the new integrated housing multi-home production enterprises,and promote the development of China's new integrated housing enterprises.