Competitiveness Of Brand Marketing Based On The Theory Of Chinese Watch Companies

As a manufacturing power, nearly80%of the world’s clocks and watches products were produced in China, but compared with the manufacturing powerhouse of Switzerland, clock and watch brand lack of competitiveness, is still at the low end of the world clock and watch making. In2011, Swiss watch exports more and19.7billion dollars for the full year, and China is only3.689billion dollars; Into a table in the same year, Switzerland export unit price＄688, while China is less than＄2.3. Visible, lack of brand competitiveness of China’s watch industry, although with a lot of exports, but hard to get higher export earnings, China watches and clocks, it is necessary to improve the enterprise brand competitiveness and related research to be carried out.China is the world’s largest country watch total demand, especially high-end watches the demand, has surpassed the United States as the world’s biggest consumer. But because the Chinese watch company products in the industry of Pyramid in the low-end, lack of brand effect, cannot get the brand competitiveness is higher, so although the face of strong consumer demand in the high-end watches, but watches enterprises with foreign competition performance fatigue. Therefore, competitiveness of the brand has become a real problem at the present stage of China’s watches enterprises out of difficulties needed to be solved.Correlation based on the theory of marketing,brand and brand competitiveness, from the marketing4P (Product, Price, Promotion, Place) theory, through comparative analysis of seagull watch group and the world famous watch brand marketing strategy, and sums up the basic path to watch the enterprise; brand competitiveness:(1) the quality of the products watch the value of the product assurance, and product value structure of brand competitiveness, thus improve the quality of the products is the basic guarantee of improving the watch brand competitiveness;(2) in the base to ensure the product quality, high pricing strategy to ensure that the watch brand position in the market, and the market to determine the status of the brand competitiveness;(3) closely related to pricing strategy, and channel construction, good channel construction to enhance the competitiveness of the brand;(4) the difference marketing strategy is a brand to achieve a breakthrough in the market, the key to get the brand competitiveness.In the system analysis and watches enterprises based on path to enhance brand competitiveness, aiming at the limitation of seagull watch group exists in the marketing process, with its own advantages, the marketing strategy of the seagull watch group proposed the improvement suggestions.(1) product proposal:the establishment of high-end brands, improve product certification and inspection standard and with the Swiss high-end brand watches manufacturing standards, from imitation to strengthen product design;(2) price suggestion:high-end positioning, take the high pricing strategy, price is set to meet the Chinese watch market consumption habits;(3) channels:shen the network channels, and strictly control channel price, set up flagship stores, the channel is not more precision;(4) promotion suggestions::hot-topics of advertising, sales promotion by hunger marketing method, choose hot sports sponsorship, selection and brand temperament fit of star endorsement, enhance the brand culture to promote personnel marketing chain.