The Research On Brand Strategy Of Kunshan Goodbaby Group Limited

In recent years, the market competition has changed from product competition tobrand competition. Children’s products market in the emerging stage, has great potentialbut uneven. Lack of brand building become a important manage bottleneck of restrictingthe developmental of enterprises.This paper applies the theory and method of strategic management with qualitativeanalysis and quantitative analysis to study Kunshan Goodbaby Group Limited’s brandstrategy. By analyzing the internal and external environment, the writer identifies thestrengths and weaknesses, opportunities and obstacles, and then put forward a suitablesolution. This paper focuses on the Goodbaby’s brand strategy of the brand Positioning,brand extension, brand innovation, brand Protection and the value idea. By analyzing theorganizational structure, resource allocation, culture and the marketing channel, the writermakes recommendations on the brand strategy.