| Nowadays, the competition of the industry of kitchen and bath appliances is increasingly fierce, and gradually become mature. In the face of increasingly rational consumers, some sensible kitchen and bath household electrical appliance enterprises have been fully aware that brand building is an important way to occupy the market and increase the market share; it is also the important assurance to make the companies to be bigger and stronger. In the fierce competitive market, how to win a greater market share, how to enhance brand awareness and create a strong brand are the reality problems that Xunda Company must face.Based on the theory basis and research results of brand management, strategic management, marketing, using Xunda company brand strategy as the research object, starting by marketing environment analysis, this article accords to Xunda company's brand strategy objectives, brand repositioning, brand expansion to develop brand strategy. Then by the way of the product, pricing, channels, integrated communication, brand maintenance of an making implementation strategy from five aspects, and at last make some measures to protect Xunda company implementation of the strategy.This paper through rising the brand to a high degree of enterprises strategy to study and realize the integration existing theory of brand management and the expansion of brand management theory of new areas, which provides a complete set of brand strategy and implementation strategies for Xunda Company, hoping that the results will be better for Xunda company to implement of their own strategies, ensuring their products owns long-lasting competitiveness in the market. This article hopes it also can upgrade the strategic awareness of brand management of our kitchen and bath household electrical appliance enterprises. And at the same time, this paper provides a certain amount of reference to the kitchen and bath appliances companies when they think about their brand strategies and other issues. |
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