The Study On Brand Development Strategy Of Machine Tool Companies

In the day of economy globalization, Chinese machine tool enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition. China machine tool brand strategy can be implemented to improve China's machine tool industry in the world of machine tools, break through the technology blockade; to promote industrial restructuring and optimize the allocation of resources to improve machine tool enterprises for independent innovation capacity and product quality, it will also enhance China's machine tool products and the international competitiveness of enterprises, and guide the consumer, can play a very active role. This paper analyzes the implementation of machine tool main body of the brand development strategy - the machine tool business, in operation there is a lack of a good brand image, brand awareness of the lower fuzzy brand positioning, promotional measures, such as a negative and a single method, resulting in the international market competition disadvantaged status, also reflects its lack of business dynamism, less innovation and deep-rooted problems.This paper is based on the transaction cost theory, consumer behavior theory, core competence theory, industrial organization theory and brand management theory, suggests that the machine tool enterprises specific brand strategy development at creation of machine tool brands, maintenance and extension three aspects . The creation of machine tool brands including the quality of design, brand positioning and brand image-building three main components. At present, the process of brand positioning due to the lack of research on consumer psychology, which led to ineffective implementation, point that brand positioning model based on consumer psychology. This paper focused on the comparative advantages from the perspective of the strategy to maintain brand tools, including the comparative advantages of machine tools, machine tools of comparative advantage and brand marketing tool of the comparative advantage of differences between brands; also discussed from a legal point of view of protection of machine tool brands. Machine brand extension includes the advantages of machine tools, guidelines, strategies, and to avoid risk, as well as to enhance the effect of brand extension method. In this paper, machine tool in building brand value evaluation index system based on an assessment of the value of machine tool brands, according to the results of the assessment matrix at the same time from Boston to extend the brand of the machine tool for structural optimization, so a good effect of brand extension is expected, so as to enhance the brand competitiveness, improve the cost-effective of machine tool enterprises.