SK Company's Brand Communication Strategy Optimization Study

In recent years,with the rapid development of urbanization and the rise of environmental protection concepts,the demand for public transportation is getting higher and higher.The state has successively issued policies to encourage priority development of urban public transport and gradually remove restrictions on foreign investment in the public transport market.Domestic experienced public transport operators have begun to break through their own cities to expand new projects.Foreign well-known public transport companies have also been working on domestic projects through public-private partnerships.As a Sino-foreign joint venture public transport operator,SK company has just been born,the brand is not well-known,and the company's communication still has many problems.Establishing a complete communication system is of great significance to SK's future market development.Taking SK company as an example,by using eight-factor of communication theory,brand touch point and communication 5R theory,this paper starts with the internal and external environment of the company,and identifies various existing problems,from communication objects,budget,brand contact,communication goals,content channel,effect evaluation and organizational structure.Each problem is summarized proposed with solutions.Finally,the communication system optimization plan for SK company is constructed with an implementation plan.Optimizing the communication system will help to enhance passengers' satisfaction with the company's services and improve the company's brand image,thus occupying more positions in the open market competition.At the same time,the communication optimization plan also provides reference for other enterprises in the public transportation industry.