Research On Brand Diagnosis Of Home Appliance Retail Chain Enterprises

As an important intangible assets，the brand has changed from the previous tactical toolsto identify the product into important strategic resources, the core of business management aswell. While the brand management theories are tending to be mature in the world,thedomestic practice of brand management is also in period of big development. So, how theenterprises choose appropriate methods and technologies from the brand managementtheories’ jungle, how the enterprises comb their’s present situations of brand management,diangnose questions and suit the remedy to the case, all of which are current problems to beurgently solved.This research further identified the measurement methods and dimensions of thebrand assets through reviewing the domestic and international brand assets theories andbrand diagnosis models, summarized a set of practical and systematic brand diagnosis model:the triangle diagnosis model around consumers and the six factors stabbed model aroundenterprises, to carry out the external and internal diagnosis respectively. Then, the researchused the brand integrated marketing communications theory to integrate brand resourcescomprehensively in order to enhance the brand assets.In the empirical part, this study chose Suzhou Division of the Five-Star Appliance as acase study and applied the two brand diagnosis model to it: first, the triangle diagnosis modelaround consumers analysed the consumers’ habits, characteristics, causes and factors whichfocus on comprehensively when they buy home appliance, how are the brand awarenessdegree, brand association degree and brand loyalty degree of the consumers to the Five-StarAppliance——which help to identify "Where are the Five—Star Appliance at the moment?";Second, from quality, service, management, culture, image and marketing——six elements，the study diagnosed the brand management situation; third, according to the integratedmarketing communication thery the research integrated enterprise’s internal and external resources which include the key interest group integration, the information integration, thebrand contact point integration, the communication process integration, the budget andcontrol integrated to give a concrete and systematic suggestions. We hope that we can recreatthe enterprise management behavior and market performance by the integrated strategy. Theultimate goal is to increase the Five—Star Appliance brand awareness degree, brandassociation degree and brand loyalty degree by spread the same brand image, to enhance thebrand assets.