Research On Brand Promotion Of Skyworth Group Company Limited

With the increasingly fierce competition in the market of the home applianceindustry and the homogenization of the appliances is becoming increasingly serious.The market of Household Electri Appliance enters a Brand Age.It’s the requirementof development trend of external environment and Skyworth group strategyobjectives.This article briefly Skyworth Group’s basic situation, analyze their businessstatus quo, clear strategic targets of the Group’s brand requirements. And thenintroduced the basic situation of Skyworth brand in the text, evaluated the situation ofSkyworth brand, Skyworth raised after the main problems faced by brands, usingPEST analysis and "five forces" model the Skyworth group facing the competitiveenvironment has been fully resolved.This article studies on the user value andself-worth of Skyworth group brand’s promotion, then designs the improving scheme.User value includes the core brand value, quality brand values and function brandvalue. Self-value includes visibility, reputation and loyalty. In its detailed analysis,Skyworth Group brand in this article come up with specific proposals on integratedmanagement of design: one is to build brand value system specifications; the secondis to establish a comprehensive enterprise operating mechanism to support the brandvalue system specifications; Third, to establish a multi-brand protection system.Aftermaking the brand promotion programes, this article analyze the required resourcesand implementation supports. The first is that company management must clear brandstrategy and insist brand improvement; the second is Skyworth group should establishand perfect the organization of brand management structure with professional staff;the third is strengthening human resource management around brand; the fourth is thatthe company should pay attention to capital investment in brand building; the fifth isstrengthen brand protection.Skyworth Group Company Limited could promote the brand from both the uservalue and self-worhe value. Improve programme implementation will need tosynchronize vertical and all industry companies of the group to promote.