| Founded in1998, Ningxia Zhongyin Cashmere Co.,Ltd is mainly engaged in the manufacturing and export sales of dehaired cashmere, cashmere top, cashmere yarn and cashmere garments. The company is a public listed company in the Shenzhen Stock Exchange Market. The stock code is000982.This article starts with the development status of Ningxia Zhongyin Cashmere Co.,Ltd, and analyzes the common problems in the current development of cashmere industry, combined with China’s overall developing environment of cashmere product market and internal environment system within the company, and With the SWOT analysis, this article analyses the strengths, weaknesses, opportunities and threats for Ningxia Zhongyin Cashmere Co.,Ltd. Analyzing the brand marketing strategy of Ningxia Zhongyin Cashmere Co.,Ltd in the respect of Product, Price, Place, Promotion by means of The Marketing Theory of4Ps, consequently summarizes the shortage of Brand marketing,brand positioning, brand structural frame, brand communication, and brand’s management system within company. In response to these problems, this article puts forward the ideas and principles of strengthening brand building. Based on the aspects of brand marketing positioning, brand promotion, maintenance and management of brand, the international competitiveness of brands, this paper puts forward concrete suggestions to enhance the core competence of brand building, also promote company to further strengthen the brand building and accelerate the sustainable development of cashmere industry in Ningxia. |
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