Research On The Brand Marketing Of Harbin LASURE Kitchen Cabinet Company

Like many other enterprises, those in domestic kitchen cabinet market are also faced with extremely fierce competition. On one hand, after many years of development, there has been a group of well-noted national and regional brands in domestic kitchen cabinet market. On the other hand, many foreign brands have landed in China.In this case, the kitchen cabinet industry has been fully aware of the necessity and importance of brand marketing. Harbin LASURE Kitchen Cabinet Co., Ltd.("LASURE Cabinet") is engaged in kitchen cabinet business, and it is an influential brand in the northeast of China. For the purpose of long-term development, LASURE Kitchen Cabinet has to adopt suitable brand marketing strategy and increase its strength so as to become a trustworthy brand in the industry.The article analyses the external development conditions and internal resources of LASURE Kitchen Cabinet. Through nearly ten years of development, LASURE Kitchen Cabinet has become a regional brand with obvious advantages in local market. However, in order to strengthen its core competitiveness and become a first-class kitchen cabinet brand in the country or even in the world, LASURE Kitchen Cabinet needs to have clear brand orientation and suitable brand marketing strategy. This article puts forward specific measures to accomplish above-mentioned objective of LASURE Kitchen Cabinet, including defining its special brand orientation, creating and popularizing a distinctive brand image, developing different products according to product life cycle, adjusting prices and countermeasures against market demands; expanding marketing channels as well as organizing various promotion activities. This article points out that the brand is the impetus for the sustainable development of an enterprise and the magic weapon for defeating opponents; In addition, this article also gives some proposals in terms of innovation in marketing mode.By combining a wide range of knowledge with sufficient real evidences, the article takes LASURE Kitchen Cabinet as an example and gives an in-depth research on its brand marketing, and lays down a new brand marketing strategy for the transformation and development of all enterprises.