The Study On Essentie Brand Developing Of Ph Group

Suffered from the U.S. subprime mortgage crisis triggered global international financialcrisis impact in2008, Overseas market demand is shrinking, The OEM order quantitycontinuously reduce, The price is becoming more and more lower. Under the domestic andinternational factors influenced, The raw material is rising fast, the appreciation of the RMB,the minimum wage is increasing rapidly caused by the Chinese internal high inflation. Thetechnical workers is hunting more and more difficult, the enterprise burden is more and moreheavy, under the background of development has become more and more difficult, China’smanufacturing enterprise is undoubtedly the crisis the biggest victim, facing the foreignbrands led to the mainland market, China’s traditional manufacturing enterprise whichdirection to go?This paper through to the analysis on the internal and external environment of PH groupand brand present situation, This paper makes one survey on the current situation of thesouthwest underwear market, this paper analyzes PH group how to set up target market andhow to establish the positioning of target consumption group, Present to integrate with theSWOT analysis of PH group, raises marketing practice strategy of Essentie brand、Strategicplanning and implementation strategies.This paper put forward some opinions and strategy toprovide the theory basis and developing model for preparing for the domestic enterprisesreference.There are total six chapters for this paper, For details as follows:Chapter One: Introduces the research background, purpose, significance of the study, theauthor’s ideas and methods.Chapter Two: Raises the theory of brand, brand positioning, Brand marketing strategyof the related theory.Chapter Three: Analyses internal and external environment of developing of theenterprise brand.Chapter Four: Analyses the present situation of the development of the brand,competitors in the industry and SWOT analysis. Chapter Five: Analyses PH group with Essentie brand of sustainable developingdirection and method, Use new brand of4P positioning of brand marketing strategy of thedevelopment strategy for further analysis.Chapter Six: Put forward the strategic goal of the Essentie brand planning andimplementation strategies.Through the analysis of this paper, I hope that I can bring some consideration for branddevelopment and brand orientation for enhancing the core competitiveness of the Essentiebrand.