Research On Optimization Of Brand Diversification Management For Huapeng Beverage Company

With the improvement of people’s living standards and consumption power,the beverage industry has experienced rapid development.There are many beverage brands on the market,and consumer demands are constantly changing.At present,it has entered a stage of fierce competition.In order to meet the needs of consumers in segmented markets and reduce business risks,the strategy of brand diversification has been adopted by more and more beverage companies.Huapeng Beverage Company is currently in the exploration stage of brand diversification.How to optimize the management of brand diversification,reduce internal friction between brands,reduce management and communication costs,increase the brand equity of the company,and enhance the comprehensive competitiveness of the company.long-term development is of great significance.Based on the relevant theories of diversification management,competition strategy and brand strategy,combined with the development status of energy drinks,this paper studies the brand diversification management of Huapeng Beverage Company.First of all,it reviews and summarizes the brand development stage and current situation of Huapeng Beverage Company,and points out various problems in the market,team and customers in the company’s brand diversification management.Then,starting from the macro environment and industry environment,it analyzes the decision-making impact of a series of external factors on the company’s brand diversification,such as the state’s restrictions on the production of high-sugar beverages,strict control of health food promotion,and major changes in consumer demand.From the perspective of intangible assets,this paper analyzes the impact of financial,technical,personnel,channel and goodwill and other internal resource allocation on the company’s implementation of brand diversification strategy;The brand building of the company’s brand diversification stage is analyzed.Finally,according to the company’s development needs,short-term,medium-term and long-term plans were established,and corresponding development goals were put forward in terms of performance,market,channels,research and development,etc.,and on the basis of adhering to the company’s existing brand diversification strategy,optimized Structure,formulate brand management system,set up brand managers and other specific plans,and supplemented by measures such as organizational structure adjustment,corporate culture promotion,and establishment of risk management and control mechanisms,and ultimately achieve the optimization of the company’s brand diversification management.This article proposes optimization strategies and solutions for Huapeng Beverage Company’s brand diversification management status.On the one hand,it can help Huapeng Beverage Company improve its brand diversification management work,enhance the company’s comprehensive competitiveness,reduce the performance dependence on a single brand,and realize the company’s Rapid and long-term development;on the other hand,it can provide reference for the diversified operation and management of brands of other domestic beverage companies,and help improve the brand management level of the entire beverage industry.