Research On Brand Marketing Strategy Of S Company

Compared with traditional pipes such as cement and steel,plastic pipes have the advantages of energy conservation and environmental protection,corrosion resistance,convenient use and so on.With the rapid development of China’s economy and continuous improvement of the urbanization rate,the demand of plastic pipeline is growing steadily.In China,the scale of production and application of plastic pipeline products has been the largest in the world.Due to the low market entry barriers of the plastic pipeline industry,there are problems of overcapacity and serious product homogenization among the industries.Competition in the plastic pipeline industry is becoming increasingly fierce.In order to stand out from the competition,enterprises need to change the traditional marketing approaches and establish a new thinking of market strategy.Brand marketing is the key to the success of marketing.Effective brand marketing strategy is related to the market’s recognition of enterprise product quality,technical strength and customer serviceEnterprises in the pipeline industry attach great importance to the development of their own brands.Competition between enterprises is in the transition from product competition to brand competition.Only by building a brand can enterprises truly obtain the resources and room for long-term survival and development in the market competition.S Company is a supplier of plastic pipes focusing on research and development,production and sales.Over the years,the company has made remarkable achievements in the production process,production scale and customer resources.In order to maintain the continuous growth in scale and revenue in the industry competition,S company has established a new model of marketing strategy to implement independent brand marketing.Currently,the progress of brand marketing activities is still in the initial stage of development,its brand marketing strategies needs to be improved.S company requires to strengthen brand awareness and continuously implement brand marketing in order to gain sustained brand popularity and customer loyalty.At present,little research has been conducted on the brand marketing strategy of plastic pipeline industry in China.This paper intends to refer to relevant theories of brand marketing,combining with the basic situation and market environment of S Company,using the PEST analysis and the Porter five force model to further study the macro environment and industry environment of S Company,and discussing its internal environment in the way of Value Chain model.Through analyzing the problems and causes of brand marketing strategies of S Company,it is pointed out that its brand marketing strategies in brand positioning,brand design image,brand communication effect,brand maintenance and brand extension still need to be improved.Then,the feasible suggestions for optimizing the brand marketing strategy of S Company are put forward.At the same time,the implementation guarantee measures of brand marketing strategy are brought forward.It strives to provide reference for S Company to break through the bottleneck of brand marketing and improve brand awareness,and also play a certain role in guiding the brand marketing of enterprises in similar industries.