Changzhou Huayuan Leidi Si, The Company's Brand Strategy Study

Since the Reformation and Openness of China, its economic system has fundamentally transferred from Central Planning Economy System to Market Economy System, and its domestic economy has changed from Sellers' Market to Buyers' Market. Meanwhile, owing to Products Indifference, Perceivable Consumption, Brand Globalization and short life circle of Products, competition in product market has developed to competition of brand from that of price, quality and service.In the beginning, research is made on Brand theories and Brand Strategy theories, then analysis is made of the current use of Brand Strategy and errors in the use of that Strategy of Chinese enterprises. Then analysis is made of the necessity of use of brand strategy, integrating with macro environments and circumstances of the line that it is in, as well as the real situation of this enterprise. Finally, discussion is made of the Positioning Decision and strategy of Expansion and Maintenance of the brand...