Brand Buiding Research Of Ningxia Jiayuan Cashmere Industry

Brand building has already become the lifeline of enterprise’s survival and development, but also inevitable choices in enterprise’s winning competitive advantage and leading role. China mastered basically about the70%of the world’s cashmere raw material resources, Ningxia has become an significant cashmere raw material collecting and distributing centre and cashmere products processing base. But in China, even now in whole China, there is no top-level brand in cashmere brand. Cashmere brand become Ningxia cashmere enterprise’s fatal defects, restricting the sustainable development of Ningxia cashmere industry. Therefore, to strengthen the construction of brand become the priority of Ningxia cashmere enterprise.Based on the comprehension of present situation of Ningxia cashmere brand construction at home and aborad, through the analysis of Ningxia Jiayuan cashmere industry’s internal and external surroundings, this thesis lists the pros and cons of corporate branding, then discusses the mode and path of the brand construction by utilizing brand building theory knowledge, summarizes and analyses the existing problems and puts forward the corresponding countermeasures:1, To establish firmly brand consciousness and explore the brand in order to creating a new pattern;2, To subdivide products consuming market for achieving brand differentiation development;3, To adjust strategies so as to enhancing the core competitiveness of the enterprise;4, To build a brand maintenance system with the aim of making a new strong brand image.