China’s Forklift Manufacturing Enterprise Brand Marketing Research

After China joins WTO, the domestic market with the foreign economic forces to join, more and more intense competition. Competition from the product price, quality competition to brand competition, brand marketing has become the marketing is the dominant factor, with large multinational groups take brand strategy, all enterprises are beginning to pay attention to brand construction, hopes to build strong brands to gain competitive advantage. Forklift is a method used to improve logistics efficiency and reduce operation cost of the enterprise tools, the use of a country or a region’s economic development is closely related to the degree of. China forklift market was originally a domestic brand "rivalry of Warlords" situation, but along with the foreign large forklift enterprises to enter the Chinese market, the traditional competition rule is broken. Foreign large enterprises using skilled forklift operation of the market and brand marketing powerful offensive, causes our country forklift manufacturing enterprise’s market share continued to narrow, how and foreign brand competition remain invincible, is currently China’s forklift manufacturing enterprises urgently need to solve the problem. This article hopes to in recent years our country forklift manufacturing enterprise brand marketing situation and problems of the analysis, to explore a suitable for China’s forklift manufacturing enterprises to the road of brand marketing. This paper consists of6chapters, with our country forklift manufacturing enterprises brand marketing as the master line, and put our country forklift company representative Anhui Forklift Group Limited liability company (hereinafter referred to as joint forklift) as a typical case, with other mainstream Chinese forklift manufacturers (such as Hangzhou forklift, Jianghuai forklifts, Dalian forklift) as adjuvant case analysis. The first part introduces the research significance and research methods, routes, listed at home and abroad research situation, the innovation; the second part is about the forklift brand marketing concepts and theoretical basis; the third part is our country forklift industry, industry analysis, and through China’s forklift manufacturing enterprises and foreign enterprises brand marketing differences I China forklift brand marketing situation, clear brand marketing in China’s forklift manufacturing enterprise role, further elaborated our country forklift manufacturing enterprises implementing brand marketing is necessary; the fourth part discusses the Heli forklift as the representative of China forklift manufacturing enterprises implementing brand marketing problems; the fifth part of the combination of the fourth part of the paper the problem, the countermeasure and focus from the brand personality, brand communication, brand marketing, brand management four respects, put forward to fit our country forklift manufacturing enterprises brand marketing strategy, and to the Heli forklift as typical case analysis; the sixth part is the conclusion, the full text summary.In conclusion, the present China forklift market there are too many unstable factors, the enterprise’s brand marketing system is not established, so the urgent need for Chinese forklift manufacturing enterprises in brand marketing war occupy the first market, won the overall victory in the competition.