Research On The Problems And Strategies Of K Company's B2B Corporate Brand Building

The catering industry has a large scale and is one of the four basic living needs of people.According to the data of the National Bureau of Statistics,the national catering income reached 394.4 billion RMB in 2017,up 10.7%year on year.With the continuous penetration of the Internet,intelligence has become an important trend in the development of the catering industry.A large number of companies providing intelligent SaaS services for catering customers have emerged in the market,and K company is one of the typical representatives.The main customers of B2B enterprises are other enterprises or institutions.Consumption is more professional and rational,which is very different from B2C products.The market competition environment in the intelligent catering industry is becoming more intense.Company K attaches great importance to the role of its brand,but there are many problems in brand construction.This paper takes B2B enterprise K company in catering industry as the research object,through combing the relevant theories of B2B enterprise brand construction and summarizing them,systematically analyzes the problems and reasons existing in the brand construction of K company,and gives further brand construction strategies and suggestions for brand construction of K company.This article mainly launches the research from the following three major parts.First,based on systematically expounding the brand positioning,brand design and the brand communication of B2B brand construction of K Company,PEST analysis method is adopted to analyze the policy,economy,social culture and technical environment of B2B brand construction of K Company.Secondly,it deeply analyzes the problems and reasons existing in the brand construction of K Company,including:insufficient brand awareness,vague brand positioning,too complicated brand logo design,insufficient brand awareness,insufficient investment in brand construction funds,etc.Finally,based on the above-mentioned brand construction problems,this paper puts forward the B2B brand construction strategy of K Company from three aspects of brand positioning,brand design and brand communication,and gives some implementation guarantee suggestions in order to further adjust and optimize the brand construction of K Company and effectively enhance its brand value.