Research On The Famous Brand Creation Of Jilin XY Wood Co., Ltd.

With the increasing consumer awareness of home life and the enhancing concept of individualistic consumption, in addition to the continuous improvement of people's income levels, the parquet becomes more and more popular among consumers. However, in the case that the consumers only learn the information about the company by a single channel and it's information asymmetry between consumers and businesses, the consumers attach more importance to brand. Therefore, to create a famous brand is the only efficient way to occupy market for a company that produces parquet. More and more enterprises have realized the importance of creating famous brands, and have positively implemented brand creation strategies and some effective results have been made. However, strictly speaking, the Chinese parquet industry, though variety in brands, none is perceived by the public and most of them are still in the transitional phase from industry brands to the Volkswagen brands. These brands is not strong enough to compete with foreign powerful brands. Particularly, since 2007, China's tax policies have changed frequently, and RMB has been keeping up the momentum, in addition that a worldwide financial crisis has been caused by the U.S. subprime mortgage crisis, as a result, export orders substantially reduced in OEM-oriented parquet enterprises in China. These enterprises do not have their own brand, and consumers from foreign markets have little knowledge about their products, meanwhile these companies haven't developed the domestic markets, which have resulted in low brand awareness, reputation and market share, therefore, the effective demand of market is in severe shortage. Under the enormous pressure of downturn in both the domestic and the international markets, many floor companies have run in trouble. To reverse this situation, the floor companies must establish a brand philosophy, improve brand building, and actively implement brand strategies, then strong brands with core competitive power could be created. Therefore, in the long run, the creation of famous brands in China's parquet business has become a critical issue that needs to be solved immediately.This paper takes Jilin XY Wood Co., Ltd. as the research object. Based on the theories of brand, famous brand and brand strategy, and through understanding about the situation of brand creation in this company with deep interviews and field observations, it analyzes the strengths and weaknesses within the enterprise and opportunities and threats from the external environment by using SWOT analysis. And then the brand creation strategies and measures, as well as the security measures to implement the brand strategies in Jilin XY Wood Co., Ltd., are put forward.There are six parts in the paper, the main content is shown as following:The first part is the introduction. It proposes the research question and analyzes the research significance, then gives a brief introduction of main contents in this paper, demonstrates the main innovative points at last.The second part reviews the relevant domestic and international theories of brands, famous brand and brand strategy, and creates the oretical basis for the research of this paper on analyzing and guiding the practice of famous brand creation by using relevant theories.The third part analyzes the status quo and significance of brand creation in Jilin XY Wood Co., Ltd.The fourth part analyzes the strengths, weaknesses, opportunities and threats of the famous brand creation in Jilin XY Wood Co., Ltd. by using SWOT analysis, points out the existed problems and proposes famous brand creation strategies suitable for the company and describes the terms of using these strategies and the right brand strategy models.The fifth part presents the countermeasures and security measures to implement the famous brand strategies of Jilin XY Wood Co., Ltd.The sixth part makes main conclusions of this paper, and summaries the study limitations in the paper, then views for future research.The research of this article has certain guiding significance to brand building and the implementation of famous brand strategies in Jilin XY Wood Co., Ltd.; it also plays an inspiring role in implementation of famous brand strategies for the parquet enterprises in Jilin Province.