Research on Brand Strategy Planning and Operation of BD Glasses Company

Abstract

The 21st century, in the process of economic internationalization, the golden age of competition between China and domestic brands in the eyewear industry has arrived. The competition within the market is becoming more and more fierce, homogenization is becoming more and more serious, and consumer selectivity is gradually increasing. It is an urgent problem for the eyewear industry to create products with good reputation and do a good job in brand strategic layout. This paper takes BD Eyewear Company, which is the largest and classic eyewear marketing company at home and abroad, as an example. First of all, it systematically reviews the theories and literature related to the enterprise brand strategy, and uses PEST analysis method to analyze its macro environment, and summarizes the above analysis methods. Then according to the way of questionnaire survey, comprehensive and systematic study of the enterprise brand strategic planning and operation, so as to understand the key points of the success of the enterprise brand strategic planning and operation, so as to reasonably sum up the main problems faced in the process of the enterprise brand strategic planning and operation; Finally, according to the conclusion of the above study, through the application of EFE and IFE evaluation matrix to judge the brand planning suitable for BD glasses company, and for the overall strategy to provide some targeted measures and suggestions, BD glasses set the important strategic significance, enterprise brand value positioning and conception and BD glasses long-term vision planning, etc. In order to achieve the overall implementation of BD glasses company brand strategic planning requirements.