Research On The Case About Brand Shaping Ofsany Group Co., Ltd

Currently, 3/4 of the world’s countries have not yet completed the industrialization, infrastructure construction in most countries is very backward, engineering machinery industry is facing a good opportunity for development. China’s construction machinery industry is in the rising period, accompanied by the national construction machinery R & D and manufacturing to influence the level of national security strategy, national brand gradually rise, tremendous changes have taken place in construction machinery industry competition pattern. The Sany Group Co Ltd(hereinafter referred to as: Sany group, XCMG, ZOOMLION) as the representative of the domestic engineering machinery enterprises, have set up their own production base, in the fierce market competition environment, and actively create a quality brand.As a typical representative of the domestic construction machinery industry, the Sany group consists of a small welding material factory, transformation has become the largest construction machinery China, fifth of global manufacturing enterprises, with more than 20 years, realize great leap forward development. At the same time, the Sany brands from the "follower" for the development of the industry "leader", become synonymous with China manufacturing and Chinese economic rise of a world class business card, on the one hand will be completely out of the foreign brands Chinese market, also launched a fierce competition with foreign brands in the world.In this paper, with marketing, brand management and other disciplines as the theoretical basis, to brand building as the starting point, analysis of inspection visits method, using the method of literature research, case, carry out the case study of Sany group. This paper is divided into five parts, the first chapter introduces the background and significance of this research, research ideas and methods; on this basis, the second chapter to the Sany development process, the group’s business model, the layout of the market, the brand building and external macro environment and industry environment are analyzed, and puts forward the group’s brand strategy and development planning; the third chapter to the Sany of brand creation practice to carry on the analysis, mainly to the three dimensions of brand communication and brand maintenance in brand building, brand building; analysis of the Sany in the process of brand positioning and integrated marketing communication theory on the basis of the fourth chapter, the Sany brand success the experience and shortcomings are extracted; the fifth chapter, the Sany’s brand building put forward the improvement proposal.Through this study, to further improve the Sany brand shaping system. Create a Sany brand, become the key to decide the international status of China’s construction machinery industry, in the process of brand building in Sany, the company’s old customer loyalty, satisfaction can be continued to improve. At the same time, through the case study of Sany of shaping the brand, the implementation of the domestic engineering machinery company’s brand development strategy, has the certain enlightenment and reference of the idea, on the other sectors of the brand building also has a certain reference value.