The Study On Brand Strategy Of Vatti

More than thirty years after Revolutionary and Opening of China, the industry of kitchen and bathroom in China has many self-leading brands. Maybe the strength of these brands is still weak, but they are growing up. In the process of growing up, Vatti and Fotile have hold up the flag of national car. Even many giants like Siemens and Electrolux cannot look down on it.With the sweeping of globalization, the kitchen and bathroom home-appliance business will face challenges from overseas giants as well as fierce competition in domestic market. In the face of increasingly rational consumers, some sensible kitchen and bath household electrical appliance enterprises have been fully aware that brand strategy is an important way to occupy the market and increase the market share; it is also the important assurance to make the companies to be bigger and stronger. This article is based on Vatti and provides us a comprehensive and systematic analysis on the strategic management of it.The article has six parts.The first part mainly elaborates the selected topic significance, domestic and foreign brands strategic research present situation. The second part is about the elaboration the theory of brand and brand strategy. The third part introduces some environmental factors of Vatti's brand, which include external environment, internal conditions and carried out the SWOT analysis. The fourth part explains the brand strategy of Vatti, include goal, positioning and features. The fifth part proposes the brand strategy of Vatti which it has run and the possible brand strategy of Vatti's under new condition. From the last part, we can get some beneficial enlightenment from Vatti's brand strategy management. How can we make brand retain holding and hearty vitality in the new situations has been a question for discussion that we should consider seriously.