Research On Brand Management And Marketing Of Coach

With the development of our industry and the constant improvement of coach industry, in recent years, our country export of coach has been on every continent around the world, "made in China" has become the world's indispensable component. But there are some error conception about our product in the international market, for example, they think Chinese manufacturing generally has low price, poor quality, poor safety, low technology, such misunderstanding directly has bad effect on the company's brand, make our country can only positioning the product in the low-end consumer markets and developing countries.At present, Chinese enterprise have some obvious advantages compared with the international advanced enterprise, but they also face with a great deal of challenges, all the Chinese coach export enterprise's current primary goal is to establish good reputation and good effect of brand on "made in China".This paper used the method of literature methodology, case analysis, SWOT and market research about buses, make a thorough study on brand management and marketing. In the study of process, first give the introduction, it give the introduction of the background, the significance, the research situation,papers contents and the methods we have used. Then, discuss the related theory of brand management, it mainly including the concept and characteristic of brand, the main function of brand, concept of brand management, brand strategy management and the importance of brand management and marketing. On these basis, there is a detailed analysis of the marketing status of the Chinese coach, brand management and marketing situation, and the disadvantages. Then, we analyzed the environment of coach brand management and marketing,and use the method of market research operate their brand strengths, weaknesses, opportunities and threats carried out in-depth analysis. Finally, according to the results of the previous analysis, the optimization strategies of the bus brand management and marketing were given.