Research On Industrial Brand Building Strategy

In recent years,new energy has changed from a "concept" to a "reality" in our daily life.New energy vehicles have been launched around the world,and lithium battery energy storage has replaced lead-acid energy storage.The world’s energy structure is changing.Not only China,but also other countries’ governments have implemented policy support for the landing of new energy vehicles,and some countries have even listed the ban on sale.The increasingly serious environmental problems affect all mankind.In this trend,new energy vehicles are replacing traditional fuel vehicles and promoting the expansion of the new energy industry.China’s lithium battery technology should be the world’s first-class.The power battery production capacity and installation rank No.1 in the world annually.But China don’t have a famous lithium battery enterprise,so lithium battery enterprises brand construction is imperative in China.This paper takes the Chinese famous new energy enterprise C company as an example,studies its brand construction status and existing problems.Put forward specific suggestions for improvement.Firstly,consult literature on industrial brand construction.Based on the brand equity construction model of Kerri Kuhn,listing the method of brand construction.Deeply research the influence factor and function of industrial brand building.Providing a theoretical basis for the research and analysis of the following paper.Secondly,describe the background of C company briefly,analyzing the industry development trend and the industry position.Elaborate the brand construction status of C company.Through in-depth interviews with customers and internal employees of C company,acquiring C company’s brand equity effect.Reference the model to find the existing problems of C brand and analyzing the reasons.Finally,theoretical support was applied to the optimization suggestions of C’s brand building.The research found that,even for the well-known power battery enterprises,their brand building is only in the initial stage.There are problems such as low brand recognition,insufficient publicity,incomplete brand layout and imperfect brand relationship,etc.C company needs to establish a systematic brand building team.Starting from brand recognition,brand publicity,brand cognition,brand relationship,brand layout and other dimensions,combine with the company’s development strategy to make reasonable planning and layout,and carry out brand building work comprehensively.This paper attempts to provide reference and guidance for industrial enterprises related to new energy or other B2 B enterprises by studying the brand construction of C company.