Brand Image Enhancement Strategy Of Qianzilian Company

With the rapid development of China's economy and the impact of the accelerated consumption of new experiences oriented services coupled with the fast pace of life,the demand for health services has risen to a higher level,as a result the proportion of consumption related to health services has been steadly increasing.The brand image of health service industry has a positive and important role in the overall development of China's health service industry.Among the providers in the health service industry,Qianzilian Company,of which the author of this article has been actively participating in the management,takes“Qianzilian” as its core brand and focuses on the sales of health service products and health care equipment while operateing chain stores in 26 provinces and cities nationwide.In the 23 years of operation,in the early days,the health concept advocated by the brand image of“Qianzilian ”was highly compatible with the needs of consumers,coupled with good management and management capabilities,and became the industry's largest brand in the first place(2000-2002).As the image cycle aged along with time,the brand's image became gradually blurred and distinctive features had lost.The company is perceived not being able to fully match the consumer demand.Due to the intensification of market competition and other emerging brands in the same industry,the company lost market share and turnover declined.The purpose of this paper is to answer why the existing image of the Qianzilian brand needs to be upgraded and to provide the corresponding promotion strategy.This paper first uses the literature method to sort out the relevant theories of brand image and influencing factors.Secondly,using the Porter Five Force Competition Model,IFE Internal Factor Evaluation Matrix,and SWOT Analysis to analyze the internal and external aspects of the enterprise.thirdly,using interview method,the author took half a year to interview consumers and analyze the content and characteristics of consumers' existing perception of “Qianzilian” brand image.Onthis basis,the paper then proposes five strategies for the promotion of “Qianzilian”brand image:(1)enhance brand image through brand personality;(2)enhance brand image through brand culture shaping;(3)enhance the brand image through narrative story marketing;(4)enhance the brand image through service products;(5)enhance the brand image through employee image.At the end of the article,the safeguard measures for the successful implementation of the above strategies are analyzed.At the practical level,this paper provides a new marketing path for Qianzilian Company.As a result,it will effectively enhances the brand image of “Qianzilian”,makes it more suitable for the market,closely relates to consumers demands and better meets the needs of consumers.On the theoretical level,this paper is going to provide references for domestic health service enterprises to achieve a win-win situation in shaping health service brands and meeting consumers' demand.