Research On Brand Positioning Strategy For Suning Appliance Based On Customer Value

In recent years, it takes over ten years for domestic appliance retailer industry togo through business journey which is done by western developed countries in150years. Surprisingly, the domestic market in Chinais vast,at the meantime, we have toadmit that the domestic appliance retail chain industry is facing a turning problem ofexpansion or differentiation. The development of China’s domestic appliance chainfinancial mode has gradually become no longer applicable, while the domesticappliance market pattern has been relatively stable, in such aspects as product, brandand marketing which all facing with homogeneity. Admittedly, China’s consumermarket is not mature which is the main reason leading to this situation. Whereas, it isinevitable for the Chinese appliance retail chain enterprises to seek differentiation inorder to future development. Brand is the consumer concentrated reflection ofcognitive to the enterprise and products, which is a also a sign for consumers toidentify business differentiation. The essence of marketing is to meet consumerdemand, domestic appliance retail chain enterprises sell services, The perceived valueby consumers become the main factors of r choosing appliance retail chain brand,therefore, the research based on customer value of appliance retail chain brandstrategy positioning can make significant influence.The theoretical background of this thesis is consumer value and brandpositioning theory. Choosing SuNing as a case study, based on customer value, inorder to analysis the brand positioning.The thesis is using Integrated and specificenterprise case, mining customer value drive factors in order to affecting SuNingbrand positioning, case studies built on the foundation of SuNing brand andpositioning based on customer value which influencing factors, competitive strategyand brand positioning.Analyzing the SuNing brand positioning strategy and analysisthe advantages and disadvantages, and through an extensive literature review, datacollection, investigation interview, by doing these we can from the perspective ofcustomer value analysis to find the current problems in SuNing brand positioningstrategy. Finally we can summarize SuNing brand strategy positioning andoptimization. What’ more, suggestions can be put forward so that the appliance retailchain enterprises can understand the consumer, which really attach importance to customer value and find the right brand positioning and market competitionstrategy.