Marketing Strategy Of Shenzhen G Eyewear Company’s Brand

From the1980s to now, the global business community has gone from operatingto capital management product development stage and then to brand management, toenter a new era of brand competition.And with China’s rapid economic development,people’s living standards are improving,demand for products are becomingincreasingly diversified, personalized, in such a macro context, it requires companiesto produce product differentiation,diversification.Especially for the opticalindustry,China’s market demand is increasing,diverse product range began.In anincreasingly competitive market glasses background,the brand is in the market onbehalf of an image,and therefore become the core brand values and capital marketcompetition,which makes the brand marketing strategy growing importance inenterprises has become the key to sustainable development.So a business to securetheir market consumer groups,the brand for business survival and development isparticularly important.After years of development,Shenzhen G eyewear company has been the earlyscale.How to better adapt to market changes,how to take the initiative in a competitivemarket environment has become an important issue for Shenzhen G eyewear company.Based on the theory of brand marketing system,the paper take Shenzhen G eyewearcompany’s brand marketing strategy for in-depth study.The content of the article ismainly attributed to the brand marketing design and positioning, communication anddevelopment,maintenance and extension,etc.As a theoretical basis for analysis of theG eyewear company’s development process,development environment, marketingstrategy,and in-depth analysis of some existed problems of G company,such as brandcreation lag,store marketing difficulties and online sales fatigue.Then designed brandmarketing programs to establish the principle of brand marketing,and study G glassescompany’s target market selection and positioning of brand marketing,brandmarketing design and communications,brand marketing maintenance and extensionprograms,etc.Finally,this paper proposed some safeguards for brand marketingprogram implementation:the integration of enterprise resources,focus on corporateculture,establish reasonable marketing system,etc.And proposed evaluation system forbrand marketing implementation based on both implementation capacity and effect.This paper argues that the optical industry as a unique industry,the number ofconsumers whose consumption behavior is repeated many times,that it might be a lot of repeat customers,so the company in the process of brand marketing mustemphasize its own products uniqueness,diversity,reflecting the brand value of theproduct,give consumers a sense of unique culture and pay more attention to customerservice.Meanwhile brand marketing strategy has to be based on the development ofthe company ’s strategic significance,and to timely and cultural development based onmarket and improved to adapt to deep grasp of consumer psychology and consumerdifferent regions,different tastes,different levels of consumption changingneeds,constantly conduct market surveys to track.