| 英文摘要 | Abstract
With the rapid development of digital technology and the constant change of consumer behavior, modern enterprises are facing unprecedented challenges, especially most small and micro enterprises in the process of development, inevitably enter the transformation of corporate branding. Through branding development, brand extension can be achieved to enhance the company's competitiveness and profitability. In this context, this study takes Tangshan Hongmi Food Co., Ltd. as an example to deeply study its problems and optimization strategies in brand relationship optimization.
By combing the literature related to brand relationship theory, omni-channel marketing theory and value co-creation theory, this study provides theoretical guidance for finding the existing problems in building brand relationship of Hongmi Company. Through sending questionnaires to consumers and interviewing with enterprise leaders, marketing personnel and consumer representatives, it is found that Tangshan Hongmi Co., Ltd. has low brand awareness and weakened brand awareness in the process of building brand relations. Poor interaction effect, weakening brand experience; Insufficient platform coverage, limiting customer links; Service quality declines, affecting brand trust; Lack of brand sharing restricts brand emotion. These issues affect consumer perception and engagement with the brand and limit the company's ability to grow sustainably. Further analysis found that the reasons for the above problems are fuzzy brand image positioning, lack of innovation in interactive strategies, defects in channel layout, lack of technical support for services, and failure to achieve fan participation. This study uses PEST and five forces model to analyze the environment. The research comprehensively analyzes the four dimensions of politics, economy, society and technology, and carefully interprets the industry environment. Combined with the analysis of the influential factors of brand relationship, the research analyzes and studies the internal factors of brand relationship construction from the four aspects of brand personality, brand experience, brand interaction and marketing interaction, which provides a realistic basis for the formulation of future brand relationship optimization strategies.
Based on the above analysis, this study puts forward targeted suggestions on brand relationship optimization strategy. Including high-lighting brand image, strengthening brand awareness; Innovative scene interaction to enhance brand experience; Improve the channel layout, increase the link path; Improve service quality and strengthen brand trust; Drive community sharing and deepen brand emotion. In order to ensure the implementation of the above strategies, the safeguard measures are proposed, including improving the construction of brand culture, optimizing the enterprise structure, strengthening the professional training of personnel, and improving the ability of user behavior analysis. The optimization strategy not only provides a specific action guide for Tangshan Hongmi Food Co., LTD., but also provides a useful reference for other domestic food enterprises to optimize brand relations and enhance consumer-brand interaction under the background of digitalization.
Key words: Brand Relationships；SICAS Model；Omni-Channel Marketing；Value Co-Creation |
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