The Research Of Swan Air-conditioner's Brand Development

Under the condition of the market economy, brand is the outcome of market competition and is a kind of important intangible assets. Brand decides the possessed rate of an enterprise's product and decides the development and the survival of an enterprise. In the market, brand is the sign of quality, the sign of reputation, the sign of market demand and the sign of customer's identification.This paper studies the theory and practice,and analyses historical materials and present practice,takes use of PEST analysis, SWOT analysis, Porter's five competitive model to research Swan air-conditioner's brand development. Comparing Swan air-conditioner's brand development experiences with modern branding theory . Also,the author talks with the managers ,workers and fist-hand work experience in the factories to find out Swan air-conditioner's successful experiences and lessons in order to offer useful information to Swan air-conditioner's brand development.In this paper,the author suggests that Swan air-conditioner should have brand development department to take care of our brand building and development .It is highly suggested for Swan air-conditioner to develop their product's research and development's encourage system , continuously improve their patent of core technology,and invest more in international communication and studying to improve their core products'international competitive advantages. Their after sales service has to improve efficiency and management tense. Swan air-conditioner should pay much attention to frequent personal flow and excessive workload,try to make workers feel at home in company and improve company's coherence power and rallying point to make workers follow company's culture as their spirit principle. Swan air-conditioner should compare the investment and output in branding,and track and control advertisement and sales promotion's results, Also Swan air-conditioner should use multiple expansion channels to influence different clients.