On The Ways And Patterns Of The Brand Fostering Of The Small And Medium-Sized Leather Enterprises In Haining

In recent years, the leather industry in Haining continues to heat up; meanwhile, the Haining Leather City is very well-known. Owing to these, the leather production industry has been rather prosperous in Haining. But the manufacturing, sale and export of the Haining leather products tend to remain a quantity growth. These gradually reveal the obstacles and bottleneck of development of the Haining leather enterprises. Therefore, facing the encouragement and competition, more and more small and medium-sized enterprises begin to consider their development and way out. In the meantime the local government and related industry association are trying various ways, taking effective measures to help the enterprises to establish independent brands, to improve the product quality and to promote the product design. The Haining leather industry can’t occupy an important place unless their enterprises possess independent brands.This thesis begins with the factors of establishing independent brands, analyzes the domestic and local leather market, and discusses the reality and problems of the Haining leather products enterprises. While in the current market, the Haining leather products can not occupy most market share even in the surrounding area of Haining, comparing with the dominant position of the Guangzhou leather products. In the domestic and international market, the leather products that sold at high price belong to the classical brand enterprises of developed foreign countries. But the price of the similar products in Haining is still at low and medium level. The Haining leather products have the predominace at geography, resources and qualities and also own the regional brand advantage but the brand advantage. Most enterprise owners haven’t learned how to make use of immaterial assets, protect their independent products, yet they only can get profits by the labor and the market. But many enterprises started to do some new and beneficial attempts. They are taking great efforts to establish and develop their independent brands or combine with famous foreign brand enterprises.Taking an individual enterprise as an example, the thesis tries finding major factors that influence the brand by the empirical method, and furthermore put forward some feasible strategies for the enterprises. Due to the incomplete data, which result from the confidentiality of the industry and enterprise, there is deficiency in the conclusion of the thesis. And the deficiency also lies in lacking discussions on the brand planning and promoting.