Research On Brand Marketing Strategy Of A Enterprise From The Perspective Of High Quality Development

With the development of urbanization in China,elevator utilization rate has leapt to the top.There are hundreds of large,medium and small elevator brands active in the Chinese market,driving huge elevator production and market competition.For elevator companies,how to adapt high-quality development to the changing market economy and how to implement effective marketing strategies to stabilize the development of enterprises has become a new problem for many domestic and foreign elevator companies to reform and innovate.This article takes enterprise A as a case to analyze the marketing environment and market of elevator companies.Enterprise A started as a private enterprise,experienced joint venture mergers and acquisitions,and gradually developed into a powerful national brand.Company A has always regarded "only for safe arrival" as the core value of the brand,and will create a beautiful vision of striving to become the most powerful elevator brand and enterprise in China and the world.The article delves into A's brand building and brand marketing development in depth,and puts forward targeted high-quality brand marketing strategies based on A's existing practical problems.First of all,from the corporate background to the internal marketing environment to the external macro and micro environment,make full use of SWOT,Wuli model,PEST and other marketing analysis theoretical tools as auxiliary,profound analysis and exploration of the current A company's brand marketing strategy is partial High-quality development obstacles such as uneven institutional capabilities and inadequate after-sales maintenance services guarantees;Company A faces external threats and major competition such as foreign company brands seizing the market,supply chain enterprise growth,and related companies expanding their business scope.These obstacles and threats of competition provide theoretical support and realistic basis for the research in this article,and become a booster for the high-quality development of enterprises,but force companies to find a new way for high-quality development.Then,by elaborating the significance of brand marketing strategy and its impact on the development of high-quality companies,this topic leads to a new direction of high-quality development;guided by the concept of brand marketing strategy selection and positioning,the theoretical concepts are accurately grasped,and the correct positioning of A elevator enterprise brand is established Direction;based on the STP theory,analyze the elevator market segmentation,select the target market,and determine the market positioning.According to the new normal market economy and the new distribution of market segments caused by national policy guidance,effectively formulate brand repositioning under the perspective of high-quality development;propose optimized communication methods for brand communication strategies and make full use of the Internet and other new media to improve communication quality.Put forward the three-dimensional high-quality full-coverage sales model of advertising promotion,event marketing and channel strategy to the brand sales strategy,and put forward a high-quality development and construction plan to strengthen the brand awareness and improve the management system of the brand management strategy.Finally,for the outstanding issues such as the traditional brand communication form in the marketing process,the lack of brand sales customer information management,the management of brand branches and the uneven working ability of professionals,specific implementation measures to promote high-quality development of enterprises are proposed,covering all aspects of high-quality development strategy:1.In order to improve the quality of product services and create a brand image of high-quality development,high-quality development must emancipate the mind,keep up with the frontiers of science and technology,focus on creating high-quality products,star projects,and enhance the competitiveness of high-quality product development;2.To broaden market sales channels and integrate the brand value of high-quality development,drive enterprises to develop a clear positioning under the perspective of high-quality development,grasp the trend of market segmentation brought by policy-oriented dividends,stabilize sales channels;strengthen branches The brand marketing capabilities provided by the agency sales model will broaden the sales channels;the diversified cooperation platform built to meet the needs of the global market will open up the sales layout.3.To improve the relationship between market supply and demand,open up high-quality brand communication,through innovative forms of advertising communication,visit and investigate market customer characteristics and advertising communication effects,establish cooperation customer memoranda,enhance strategic cooperation around the clock,and promote the improvement of market supply and demand relations.