The Research On Some Chemical And Physical Test Methods In The Chemical And Fiber Research On Optimization Of Brand Marketing Strategy Of Hu Sui Engineering Machinery Company

The national investment in railways and highways has been increasing,and tunnel construction projects have sprung up all over the country,which makes this industry flourish.Machinery companies with the same products and services emerge in endlessly in the market.The current tunnel construction machinery industry does not just rely on product competition.Each tunnel construction intelligent equipment manufacturer has invested a lot of resources to plan brand marketing activities and continuously improve product quality,technological innovation and after-sales service ability.The gap between competitive companies is becoming smaller and smaller.In order to improve the market share of Husui construction machinery company and maintain the growth of sales performance,Husui construction machinery company should not only optimize operation and management and strengthen technological innovation,but also make efforts in brand marketing,so as to implant the brand into the minds of consumers and seize the mental position of consumers.How to optimize the brand marketing strategy of Husui construction machinery company and enhance the brand influence are the top priorities for the future development of Husui construction machinery company.This article takes the Husui Engineering Machinery Company as the research object,and based on the brand marketing theory,studies the brand marketing strategy of the Husui Engineering Machinery Company.Firstly,this paper analyzes the general situation,organizational structure,brand model and brand development of Husui Construction Machinery Company,then analyzes the current situation of brand marketing of Husui Construction Machinery Company,and finds that there are lack of brand concept,old brand image,lack of online sales channels,no targeted sales for customer hierarchical management,lack of value and interest in brand communication content,aging brand communication channels,lack of long-term planning for brand extension and brand asset evaluation,weak awareness of brand crisis,lack of brand crisis response mechanism,etc.Then,according to the brand positioning of Husui Construction Machinery Company,the optimization scheme of brand marketing strategy suitable for it,so as to build the Husui Construction machinery brand into a strong brand in subdivided industries and enhance the core competitiveness of the Husui Construction machinery brand.The specific brand marketing strategies in the brand marketing strategy optimization scheme of Husui construction machinery company include upgrading brand concept,establishing distinctive personality,improving brand image,systematizing brand communication content,unifying brand internal communication,diversifying external communication channels,opening e-commerce channels,old customer marketing,VIP customer marketing,brand extension strategy,brand asset evaluation Brand maintenance strategy.At the same time,the fourth chapter of this paper will give the implementation guarantee of the brand marketing scheme according to the actual situation of the brand of Husui Construction machinery,and analyze the expected effect of the implementation of the brand marketing strategy of Husui Construction Machinery Company.This paper formulates a targeted optimization scheme for the brand marketing strategy of Husui Construction Machinery Company.After the enforcement of the brand marketing strategy optimization scheme,the brand image of Husui Construction machinery company has become clearer,and the brand popularity and influence have been improved.Through continuous brand marketing activities,Husui construction machinery company can stand out in the homogeneous competition of products and services.