Abstract
Chen, G., 2020. Brand promotion and innovation strategy of marine product enterprises. In: Yang, Y.; Mi, C.; Zhao, L., and Lam, S. (eds.), Global Topics and New Trends in Coastal Research: Port, Coastal and Ocean Engineering. Journal of Coastal Research, Special Issue No. 103, pp. 155–158. Coconut Creek (Florida), ISSN 0749-0208.Brand promotion is an important part of the marketing development of marine products enterprises, which can promote the further promotion and production of enterprise products, provide good market effects for enterprise product development, and provide economic benefits for enterprises. To this end, this article proposes a research on the brand promotion and innovation strategies of marine product companies. The research is divided into four parts: first, the SWOT analysis of the status of marine product companies' brand promotion brand, the second is the marine product market environment analysis and demand analysis, then the corporate brand promotion and innovation strategic decision, and finally the X marine product company as an example, brand promotion, empirical analysis of innovation strategies, and measurement of promotion effects of innovation strategies. The results show that after the implementation of the brand promotion and innovation strategy, the brand value of company X has significantly increased, proving that the proposed strategy is effective.
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