BC Company Brand Strategy Research

Since the1990s, the economy of our country has got high-speed development, electric wire&cable also fast steady development, now has become the second largest industry is second only to the automobile manufacturing industry in the electrical industry, since the eleven five "since, our country electric wire and cable industry with annual sales value of all grow up to more than25%in2011, China, throughout the year to complete the electric wire and cable production value has reached1yuan. The total output value of wire and cable in China now has more than the United States, Japan and other countries, is currently the world’s largest cable manufacturing country. Especially with the rapid development of urbanization level of national city has been improved and the requirements of the city, making the original overhead line gradually be converted into the underground buried cable, the underground cable reliability and fault treatment of the increasingly high demand, the standard testing equipment corresponding also to request more and more high, and the equipment to provide the relevant domestic the relative lag in developed countries to further enhance the level of the product, also need technology, talent and foreign brands to compete, meet the requirement of the development of the industryWell-known brands abroad to use more efficient, through brand building, market segmentation, market positioning accuracy and develop brand marketing strategy, to expand the market, won a seat in the mainland of the fierce competition in the market, get the best profit space, so as to ensure that the core competitiveness of enterprises and the rapid development of. In this paper, using SPT theory, the marketing theory of USP, the SWOT analysis tool, the analysis of brand the market environment of a rich variety of market research data, through the brand market segmentation, market positioning, brand positioning, brand image theory and model, the difference of marketing tools, the core competence theory analysis and measurement difficulties and problems the German company to introduce Saiba company cable fault detection equipment in China in the process of operation, and gives some suggestion of brand strategy a full range of. Through the analysis and research of the case, to provide the reference, reference, help for the future development of the company.