Research on the Marketing Strategy of Holiland Brand in Chinese Market

Abstract

As the largest bakery chain in China, Holiland has a leading influence on the Chinese market. From the beginning of its establishment to the present, its brand positioning and brand image have been continuously optimized, and the visibility of the brand itself has been greatly improved across a variety of baked goods categories. The current marketing situation of Holiland has some problems, such as the brand positioning is not clear enough, the lack of Chinese characteristics and the lack of brand marketing precision. The suggestions are to clarify the brand positioning, optimize the brand image, improve online and offline services, reduce the capital investment of uncompetitive products, continue to develop new products, optimize the membership system, make reasonable use of star effect and use reasonable promotion strategies. This paper makes clear the present situation of Holiland enterprise in the market pattern, explores the causes of related marketing difficulties, and summarizes the specific implementation plan and effect evaluation system of marketing. It is of great guiding significance to Holiland's new media marketing strategy. It is hoped that this can provide some meaningful enlightenment for the development of China's baking industry marketing.