Research On Brand Development Strategy Of Seking

Since the promotion of the Healthy China national strategy,the state has successively issued a series of policy measures to guide the strategy.The selenium industry,a green health industry,is closely related to the national strategy.Some Seenriched areas in China has grasped the historical opportunity and made specific implementation measures and rules according to it,implemented a strategic deployment to develop and utilize selenium resources and develop selenium industry.A large number of companies develop selenium products according to relevant national policies.However,at present,there are still problems such as insufficient basic research on how to develop selenium resources,low conversion rate of theoretical research result.The enterprise itself does not pay attention to brand strategic planning in the competition,ignoring the intangible value of the brand,which restricted the promotion of the brand strategy of the enterprise.As the representative brand of Chinese plant selenoprotein,the Seking brand is the product brand of Enshi SeRun Health Industry Group,which is one of the leading companies engaged in the development of selenium products in China.Relying on the resource advantages of World Selenium Capital(Enshi)and the implementation of Healthy China strategy,the company develop rapidly.However,the lack of competitive company has made it less competitive during the rivalry with other corporations of the same kind.Therefore,taking the road of brand building has become an inevitable choice for SeRun Company to develop the Seking product brand.The dissertation analysed the brand planning of Seking product brand under the guidance of brand strategy theory,using G-PEST analysis method,resource-ability analysis method and SWOT analysis tool to analyse the development status of the Seking brand in sum and to objectively present its advantages and disadvantages,and clarifies the construction of its brand strategy.Based on the analysis of brand competitiveness evaluation indicators by domestic and foreign scholars,we combine with the internal and external environment of Seking brand development,consider the development goal of health industry and the business philosophy of World Selenium Capital(Enshi),finally design the questionnaire for the evaluation of brand competitiveness of Selenium Collection products,and use factor analysis for results analysis.Through comprehensive analysis,it is found that brand reputation and brand loyalty are the key objectives for the brand construction of Seking,in terms of refinement,quality satisfaction and purchase convenience have a more important role.Therefore,in the brand strategic planning,the enterprise itself should pay attention to the improvement of organizational management capabilities,and lead to quality excellence through technology,and broaden channels to improve purchase convenience.Government and trade associations will seize the historical opportunity of World Selenium Capital(Enshi)to improve the selenium industry laws and regulations,to clarify standards and norms,and to promote the interaction between regional brands and corporate brands.This paper carries out the concept of the World Selenium Capital(Enshi)brand strategy plan of Seking product brand,which has certain reference value for similar enterprises.Therefore,this dissertation takes Seking product brand as an example to conduct brand strategy research,which has certain reference value for similar enterprises of selenium-rich products,and important practical significance and guiding significance for the development of selenium industry and the implementation of Healthy China strategy.