Research On Brand Marketing Strategy Of H Company

With the continuous development of China's market economy and the continuous acceleration of world economic globalization,the huge market demand and consumption potential of China's cable market has provided a good stage for many cable enterprises to expand their market.At the same time,the increasingly fierce market competition in China's cable industry is more manifested in brand competition.In this market full of opportunities and challenges,how to comply with the practical requirements of industry development and maintain the advantages in the increasingly fierce market competition by establishing strong brands,so as to obtain a higher market share and greater brand influence,is a practical problem faced by many enterprises at present.Based on the old cable company,H company as an example,using the literature method,fieldwork method and case analysis,describes the present situation of H company's brand marketing strategy,point out the existing problems and reasons of these problems made a profound analysis,and then on the basis of the theory of brand marketing and brand management put forward the improvement measures and promote the guarantee mechanism of improvement measures.The study found that H company's current problems in brand marketing include:unclear brand positioning,lack of targeted brand communication,incomplete accumulation mechanism of brand assets,imperfect brand organization,lack of brand management and control system,and unsystematic and scientific brand budget system.The reasons are as follows:the decline of product quality and service weakens brand trust,price promotion strategy disorder reduces brand loyalty,channel conflict damages brand value,media communication lacks interaction and weakens brand competitiveness.The corresponding improvement measures for these problems are as follows:to enhance the brand image,strengthen product quality and service guarantee;Clear brand positioning,improve the product pricing system;Protect brand value and control sales channels;Attach importance to brand communication,establish customer relationship management system.According to the research,the change of H company to private holding company has brought new development opportunities and injected a lot of vitality.If H Company makes efforts in brand marketing strategy,it will have the initiative in the competitive cable market and open up new development situation.