Study On Brand Management Of Chain Enterprises And Countermeasures

In recent years,chain operations as a new mode of operation gradually developed.Some of our enterprises use the chain of business gradually to the consumer market penetration.During this period,China's chain of enterprises experienced from scratch,from weak to strong growth process.This article discusses the China Resources Vanguard,belonging to the China Resources Group's chain of enterprises,is China's current large-scale chain of one of the enterprises.China Resources Vanguard in the development process,has been to follow its customer-oriented,improve the core competitiveness of the basic principles.Huarun Wanjia Company through the LOGO trademark design,product advertising,corporate culture,etc.,initially built a good brand development capabilities,but also by the customer experience,the Internet environment and other factors affect the constraints.In view of the brand management and promotion of Huarun Wanjia brand management,it is necessary to build customer-oriented market positioning,promote brand integration planning,highlight brand market development,and strive to form a national brand with great influence and core competitiveness.At the same time,China Resources Vanguard from the right to choose the appropriate marketing market,enhance customer experience,deepen customer service,etc.,to strengthen brand building;from identifying consumer demand,strengthen advertising,continue to promote the brand marketing,Strengthen the brand promotion;from strengthening the enterprise market operations,organic use of modern marketing tools,attention to corporate service brand innovation,enhance the chain of brand awareness and so on,comprehensively promote the chain of enterprise brand management,and strive to form a chain of sustainable development of brand strength.This article uses the social investigation method,the interview inquiry method,the literature analysis method,the case analysis method,according to "the theory of collection→ the status quo → environmental analysis → proposed measures" work ideas: The first part is the enterprise brand management theory of the collection and analysis the second part is the analysis of the current situation and existing problems of the brand management of Huarong Wanjia Company.The third part is the analysis of the brand management environment of Huarong Wanjia Company.The fourth part is the optimization and implementation of the safeguard strategy of China Resources Vanguard's brand management strategy.In this paper,the company's brand of Huarun million as the object of study,the mostdirect application value is for the chain of brand building and promotion of the corresponding response to the strategy to promote the application of the chain of corporate practice,in order to promote China Resources Vanguard brand good performance,And other brands of China's chain has a strong practical reference.