Strategy Research Of Q TV Brand Positioning

TV is one of the most important entertainment devices in every family.With the development of economic society and the improvement of people’s living standards,more and more smart entertainment devices have entered people’s life,such as mobile phones,tablets and other smart devices with small screens.TV sets are also gradually from "hot" to "unpopular" products,resulting in the industry’s stagnant demand.International TV brands are seizing the impact,domestic TV brands are fighting to the death,Internet TV brands to join the fray,increasingly changeable consumer demand,let the existing domestic TV brands struggle to move forward.All these put forward higher requirements for the development of TV brand.The competition between enterprises are being from simple product,service and price competition to management,marketing,science and technology,brand and culture competition.In particular,brand competition is the most important.If TV brands want to achieve long-term development,brand building must be regarded as the strategic leader of business development,find their own brand positioning through market segmentation,form differentiated competition and avoid falling into homogenized competition.In order to seize the heights of the TV market and compete for the market through differentiation of new brand positioning,Q brand,as a medium and high terminal brand under CH Group,came into being.In the early stage of brand establishment,Q created good profits through product differentiation.However,as the marketing environment changes,its business operation became more and more difficult to break through and encountered obstacles.This thesis uses literature analysis,market research,face-to-face interview and comparative analysis methods,combined with positioning,brand image and other theories,through in-depth analysis of the macro political and economic environment,the development of TV industry and the internal and external environment faced by Q brand,it is found that the main problems in the positioning of Q brand are: fuzzy brand positioning,weak correlation between positioning and products,disharmony between brand positioning and price and channel,and lack of long-term and systematic planning of brand communication strategy.Given the fierce competition in the TV industry and the critical period of technological innovation and upgrading,at the same time,based on the consumer demand in the new era,the change of sales ratio of online and offline channels and the characteristics of Internet brand communication,combined with Q brand’s own situation and technical strength,According to STP theory,consumers are segmented,and the target market is determined for Q brand according to consumer demand preference.The three-ring positioning model is used to analyze the core competitiveness of the brand and reposition the brand,namely,"fashion" and "wisdom".And sort out the rational value and perceptual value of the brand.Through the brand pyramid model,the core value of the brand is refined,the content of the core value is optimized,and some brand symbols and brand communication words to be rebuilt.In order to ensure the implementation of brand positioning strategy,the author of this thesis puts forward some suggestions on product design optimization,channel selection optimization,price strategy optimization and promotion strategy optimization.Finally,in line with the new positioning and core values,it is necessary to strengthen the use of modern Internet and new media communication methods according to consumer preferences so as to comprehensively enhance brand awareness and reputation and seize the minds of consumers.