Research On Brand Strategy Of Sun Rain Group Co., Ltd

The scale of the solar energy industry of China has reached a certain level, the market is becoming more and more competitive. The competitive environment has also obvious changed compare to the single mode. The competition between enterprises is no longer pure product related, it also includes a series of marketing competition, especially brand competition. It is obvious that the main form of future market competition will be brand competition, the brand strategy will become the important factor of an enterprise to success in market competition. Because the leading role of the brand is very huge, normally after a product of the brand created, a series of related industries will be gradually formed. Brand is the weapon for an enterprise to enter the market and occupy the market. Today, especially in the international market, competition has become more and more fierce, It is very important for enterprises to set up their own brand strategy and have their own brand.The Sunrain Solar Energy Co.,Ltd(hereafter called Sunrain) was founded in the end of last century which is a bit late compare to the other manufacturers of the solar industry in our country. But after years of development, Sunrain has become one of the leading enterprises of the solar industry in China. According to the 2009 to 2020, China’s solar water heater market trends and industry competition situation analysis report, Sunrain has become the best seller of the market.This thesis combined the theory and practice of Sunrain, analyzed the success and deficiency of Sunrain brand strategy by collecting related data, and puts forward reasonable suggestions for the company. First, this thesis discussed the purpose and significance of the selected topic; Secondly, discussed the related concepts of brand strategy; Then analyzed the result on the base of Sunrain brand strategy; Next, found out the problems of the Sunrain brand strategy, analyzed the reason and raised suggestions of solution under the guidance of brand strategy theory. Hope to assist Sunrain to improve its brand strategy and help the other enterprises of domestic solar energy industry to build their brand strategy through the analysis of Sunrain in this thesis.