Research On Brand Management Strategy Of Jinsun Company

With the deepening of the globalization process,international economic exchanges have become more frequent.In recent years,as the economic environment at home and abroad has worsened,competition among enterprises has become more intense.As an intangible asset with important economic value,a brand is an important tool and means for a company to maintain its position in the domestic market and occupy the international market.Under the current highly developed modern commodity economy,consumers have become increasingly aware of their brand awareness.They are more inclined to choose well-known brands when they are spending money.In addition,since the reform and opening up,China's economic and international exchanges and contacts have become increasingly close.The idea of ??branding consumption in the international market has been introduced into China and has profoundly affected the brand awareness of Chinese companies and consumers.Some companies gradually realize that they want to To truly maintain market competitive advantage,we must actively build brand strategy in corporate strategy.With the increasing level of people's material living standards,the people's pursuit of spiritual and cultural life is also increasing.As a result,the demand for educational and training products is also constantly expanding,and it tends to be diversified.As a result,more and more companies have begun to enter the education and training industry.The homogeneity of products in the current education and training market is very serious,and the competition among enterprises is fierce day by day.It can be seen that the current education and training companies are facing unprecedented opportunities and challenges.To truly occupy a dominant position in the fierce education and training market,we must pay attention to brand building and enhance brand building to enhance the strategic management of the company.The main research ideas of this paper are as follows:Chapter 1: Introduction.Combine domestic and international market economic environment,analyze the current development of education and training market,collect a series of domestic and international existing literature on education and training,sort out the research ideas and main research content of this article,and systematically summarize the methods of this study and Significance.Chapter 2: Overview of Related Theory.Based on the research of scholars at home and abroad,the relevant theories are summarized,the related concepts of the brand aresystematically analyzed,and the relevant theories of the enterprise brand management theory and so on are analyzed,thus laying the scientific theoretical foundation for the study of this thesis.Chapter 3: the status quo of corporate brand management.The main content of this chapter is the status quo of brand management of education and training enterprises.The research is based on the three brands of corporate brand image,brand positioning and brand communication.Chapter 4: Problems in corporate brand management.Combined with the third chapter,the paper analyzes the current situation of the Golden Sun training institutions,analyzes the series of problems in the current development process,and analyzes the causes of these problems.Chapter 5: Enterprise Brand Management Optimization and Management Practice.In view of the problems in the development of Golden Sun training institutions in the fourth chapter,we propose targeted optimization.From this,the management practice is clarified,and the brand management plan is implemented in stages from the aspects of brand management implementation goals and schedules,key difficulties in brand management implementation,specific implementation measures for brand management,and evaluation of expected implementation effects of brand management.Chapter 6: Conclusions and recommendations.Summarize the conclusions of this study on the brand management of Golden Sun Training Institute,and provide optimization suggestions for the current development of the education and training market,so as to ensure the sustainable and healthy development of the education and training market.