A Study On Brand Image Optimization Strategy Of F Company In China

With the rapid expansion of China market and the prosperous of the economy,most of luxury brands have accelerated the process of entering China market,trying to make more profits here.However,at the same time,with the transformation of the consumer structure in China lead to the boom of the social media and of e-commerce channels.What's more,the popularity of beauty economy make more and more companies aware of the fact that a good brand image in China market will become one of the important core competitiveness of a brand.But,the establishment of brand image often requires a period of time and huge money investment,so once the image is formed in the market,it will be difficult for a brand to change it in the short term,so the process of establishing a brand image needs to be carefully considered.And for the fierce competition of the industry,it becomes more and more challenging to stand out among such amount of luxury brands.This paper mainly based on the research of F company,a luxury skincare brand.Through PEST model and VUCA model to analyze the macro environment and industry competition environment of the luxury beauty industry.This paper will deeply analyzes the problem and the cause of the company's current image in China,based on the theory of brand image implementation system,consumer perception dimension,and user portrait theory.And will also give the optimization plan according to the company's sales performance and operation of online and offline stores over the years,product market share,user experience feedback and other data statistics,from four dimensions of core image,target audience,brand activity and social responsibility,to better help F company effectively break through the current challenge.