Research On Brand Marketing Strategy Of R Company

Currently,the global energy consumption is increasing rapidly because of the fast development of economy and society,which greatly increases greenhouse gas emissions and environmental pollution.In 2015,the United Nations endorsed the 2030 Agenda for Sustainable Development and released 17 Sustainable Development Goals,of which the Sustainable Development Goal of "Ensuring Affordable,Safe and Efficient Clean Energy for All" was placed in the seventh.In the following years,governments around the world successively released relevant Acts and carbon-neutral targets for sustainable energy development,pursuing early energy structure transformation and green energy development.R company is Germany’s largest conventional power company and renewable energy generation group with more than 120 years history.With the continuous change of the energy market,R company is also on the path of developing green and sustainable energy.Over the years,R company has actively responded to the requirements of German energy policies and carbon neutrality goals and has formulated a series of bold market development strategies and reform plans,of which the most notable one is to achieve carbon neutrality by 2040.For this goal,R company has successively implemented measures such as shutting down nuclear power plants,increasing investment in green energy,and expanding the international renewable energy market.However,due to the relatively low brand awareness and influence of R company in the global market,it has encountered some practical problems,resulting in its lower market shares in the international energy products and services market than in the German market,far from reaching the ideal level.Therefore,R company hopes to promote its sustainable energy development concept by strengthening its brand building and brand communication,so that more and more people know R company and trust the brand,and finally to improve the brand awareness and influence and to help with its international development through brand effect.This thesis takes the brand marketing strategy of R company as the research object and uses the knowledge of marketing,brand,and brand marketing related theories such as 4V theory to find out the problems of inaccurate brand identification and positioning,insufficient brand communication and signalized brand image design of R company.Then,this paper analyzes the causes of these problems through thorough investigation and indepth interviews on the current situation of R company’s brand marketing.Finally,based on PEST and Porter’s Five Forces Model analysis methods,this paper brings up some feasible brand marketing strategies and safeguard measures for R company,so as to provide strong strategic support and implementation guarantee for R company to build a sound brand marketing system,improve brand recognition and market competitiveness.The combination of theory and practice in this paper together with the Author’s work experiences,has certain guiding significance for R company’s brand management in the international market,and also provides reference ideas for other energy companies in the industry to implement brand marketing strategies and safeguard measures under the situation of global energy structure transformation and sustainable energy development.