A Research On Brand Strategy Of F Multinational Eyewear Corporation

From1980s up to now, the global business community has gone through an evolutionperiod which from product management to capital management to brand management, andhas entered a new era of brand competition. The2008financial crisis leaves globaleconomy in a recession. Under the background of increasing homogenization of theproduct as well as a fierce competition of eyewear market, brand becomes the core ofcapital value and market competition, to which eyewear enterprises attach more and moreimportance, as it becomes the key to their sustainable development.With more than70years’ development, F multinational eyewear corporation, from aprimal family firm, has grown into a public company and industry leader in high-endeyewear. Integrated various research methods, such as literature analysis, normative theoryanalysis, qualitative analysis and quantitative analysis, empirical investigation, byintroducing the eyewear industry overview and current brand management situation of Fmultinational eyewear corporation, this thesis labors both its external and internalenvironment, and related segmenting-targeting-positioning, further discusses the proposalsfor optimization of brand strategy, including striving to precise and diverse brandpositioning, accelerating brand integration and strengthening brand management,intensifying brand penetration in potential market, implementing brand marketing portfoliostrategy, and cultivating strong house brand. On that basis, summarizes full text andoutlooks future research.The research of brand strategy has practical guiding significance for F multinationaleyewear corporation. In addition, it has a certain reference value for multinationalcorporations stepped into Chinese market and Chinese local eyewear enterprises, on howto nurture brand and how to acquire market competitiveness.