Research On Brand Marketing Strategy Of Luosfifen Product Of LD

Luosifen is a special cuisine in Liuzhou.Thanks to the popularity of social media and e-commerce platforms,it has opened up a wider market and becoming more and more popular.Technological developments drive innovative sales channels and launch new marketing models,which offer luosifen enterprises a broader space for development.However,the market competition is becoming more and more intense at the same time.Consumers have entered a new stage of "brand recognition" from "category recognition".The competition between enterprises is more of a contest at the brand level.LD Company is an enterprise that produces pre-packaged luosifen and operates offline luosifen restaurant.LD Company is in a tepid state in category competition.In the face of strong competition,adopting corresponding brand marketing innovation strategies for deficiencies is a necessary measure to enhance its brand marketing effect for LD.This thesis takes LD Company as the research object.First of all,this thesis expounds the research status of brands,brand marketing and FMCG food brand marketing at home and abroad.Secondly,introducing its current brand marketing strategies,and analyzing and diagnosing the current situation of LD brand marketing.Designing questionnaire based on the five aspects of SICAS model.Using the questionnaire survey method to identify LD brand marketing deficiencies and constraints.Then,deeply analyzing its external and internal environment.Finally,on the basis of the research,this paper puts forward five strategies,including enhance brand personality to expand consumer perception,enrich brand connotation to stimulate consumer interest,enhance interaction to deepen channel communication,optimize experience to cultivate consumer behavior,create word-of-mouth communication and strengthen brand maintenance.And establishing implementation system from system,human resources,technical services and funds.This thesis identifies the problems existing in LD company and puts forward optimization suggestions,which will help improve its brand marketing efficiency and open up new markets.Besides,the research results will also have certain reference significance for some other similar enterprises.