Thinking Of The Construction For Strong Brand Strategy In Yuchai Group

Brand building is a long process; more and more enterprises have the brand awareness and focus on brand building with the increasing development of the market economy. However, strategic decision-making and construction of many enterprises is insufficient due to the late start of Chinese enterprise brand building, unsound brand strategy theoretical system, imperfect market environment, and limited brand importance degree. So, how to build a brand strategy is a problem waiting to be solved.Yuchai Group is an enterprise group of engines and construction machinery manufacturing-based industry. After60years of development, Yuchai Group becomes the leading enterprise of the machinery industry with great technical strength and deep historical culture, and has a higher brand awareness and reputation in this industry. In recent years, with global economic integration, foreign engine brand have entered the Chinese market through technical cooperation, joint venture and other methods by virtue of international reputation, and occupied higher market share gradually. Great pressure has been put on domestic enterprises. Yuchai Group is exposed to the dual pressures of the impact of international brands and the competition of domestic rivals. Yuchai Group’s brand influence is less than foreign brands. How to build the brand strategy and make a strong brand is an important issue for Yuchai Group to ensure the everlasting and participate in international competition.Based on integration of brand resources theory and integration of core values theory, this thesis analyzed the Yuchai brand building practice in the industry and living environment, and summed up the successful points of the brand of Yuchai Group. These points are business strategy, brand strategy, integration of corporate cultural strategy, high quality, leading technology, corporate social responsibility and other implementation of the brand management. Meanwhile, pointing out the insufficiency of the brand extension, the spread of brand terminals, service brand building, and the brand of human resources, brand differentiation and vitality. Put forward a constructive idea that with to build a strong brand with considering the brand positioning, core value strategy, integrated communication, brand leverage, the establishment of linkage mechanism, etc. This thesis is divided into five parts. The first part is introduction; the second part is the brand and related theories; the third part is the analysis of Yuchai Group and its development environment; the fourth part is the brand strategy of Yuchai Group, also is the key part of this thesis, including the current brand strategy, the advantages of brand strategy, and the insufficiency of brand strategy; the fifth part is the idea to further enhance the brand strategy and focus on how to build a strong brand, this part also is the core content of this paper.