The Research On Brand Strategy Of ZhuZhou Cemented Carbide Group

The globalization tendency can not be reversed in the world economy development. After China enter into WTO, an incredibly intensive competition pattern of the domestic cemented carbide market emerging, and the discrepancy of the product is more difficult to be found, all these make the enterprises concentrate more on the brand strategy. And the competition of the famous brand names internationally, the cemented carbide producers have to build up substantial brand names and select implemental tactics rationally of the competition in brand names according to the corporation strategy. Then the company anticipates and wins the competition for brand names finally while then enhancing managing the brand.Introduction, Main introduction research background and significance, Literature summary, as well as research mentality and method.As a dominant enterprise of the domestic cemented carbide market, Zhuzhou Cemented Carbide Group Corp. Lt.d., facing the changeable environment desiderates an how to insure the stable and sustainable development through formulating the reasonable scientific strategy of brand names marketing. So strategy for the brand names marketing of Diamond and the tactics to implement it should be formulated combining the characteristics of the market and the patterns of the marketing strategy on the base of deeply researching and discussion of the specific principles about the competition of brand names of cemented carbide.Takes Zhuzhou Cemented Carbide Group Corp. Lt.d. as the research object, the dissertation has strategic research about the domestic and foreign hard alloy market and internal condition of corporation by referring to a great deal of literatures and taking market research, thus demonstrate that it is necessary and meaningful for the corporation to imply the brand strategy marketing. Based on the deep discussion about theories of the brand and brand strategy, combining the new trend of modern brand theory, the dissertation analyzes the present operational situation of Zhuzhou Cemented Carbide Group Corp. Lt.d.; on the foundation, it takes an particular analysis of the macro-environment , industry environment ,competitive environment and internal resources of corporation of the development of brand strategy; finally ,using SWOT method concludes the company's superiority and inferior position, opportunity and threats, Lays the foundation for constitution and implementation of brand strategy of the Zhuzhou Cemented Carbide Group Corp. Lt.d.