Research On Brand Asset Management Of Guizhou Silver Jewelry Brand "Rui Yinniao

In recent years,the tourism industry in Guizhou has developed rapidly,and tourism commodities,as one of the pillars of the tourism industry,have ushered in a golden period of development.Brands such as the Godmother,Kaili Suantang Yu,Anshun batik,Grand Song of Dong ethnic group,miao embroidery and so on have gained popularity with the help of the tourism industry.However,compared with the overall level of the country,the problem of tourism products without brands and brands without scale in Guizhou is still quite prominent.Among them,guizhou silver ornaments with hundreds of years of history is a typical one.At present,there are dozens of large and small silver jewelry brands in Guizhou,and there are many employees in the silver jewelry industry.The silver jewelry industry has a certain scale,but it has not really formed a strong brand.In addition,due to the impact of international and domestic markets and the influence of other well-known brands,many time-honored brands with a history of 100 years are struggling,and have not played their due contributions to the economic development of Guizhou.Based on the relevant theories of brand and brand equity theory based on consumer brand Value Model(CBBE model)by Keller,one of the most influential scholars,this thesis takes Guizhou silver jewelry brand " Auspicious Silver Bird" as the research object.Firstly,literature research method is adopted to analyze and summarize the research status of relevant theoretical literature on brand and brand equity at home and abroad,laying a theoretical foundation for this study.Secondly,PEST analysis and SWOT analysis are used to analyze the marketing environment of "Auspicious Silver Bird" brand from the macro and micro perspectives respectively to find out the advantages and disadvantages.Finally using questionnaire survey method,from the perspective of consumers,"Auspicious Silver Bird" brand significant degree,efficacy,image,judgment,feeling sympathetic and six dimensions analysis existence question and the insufficiency,in combination with the practical situation of "Auspicious Silver Bird" brand find it a "strong brand",provide the basis for improvement Suggestions.This thesis points out that "Auspicious Silver Bird" has some problems in brand asset management,such as lagging promotion methods and strategies,insufficient differentiation advantages,insufficient marketing methods and market layout,and imperfect resonance mechanism between consumers and the brand,and proposes four countermeasures: Improve the way and strategy of publicity and promotion,enhance brand recognition,implement distinctive differentiation strategy,highlight the meaning of the brand,improve channel construction and market layout,strengthen brand response,improve the resonance mechanism between consumers and brand,enhance the brand relationship improvement suggestions.This thesis is not only a beneficial attempt to combine brand equity theory with enterprise management,but also can open up ideas for "Auspicious Silver Bird" and other similar brands to become bigger and stronger and provide reference,which is more conducive to further promote the practical application of brand equity theory in life.