Research On Jiangyue Air-conditioning Co.,LTD Brand Marketing Strategy

Strong brand is more and more essential for the modern enterprise competition. Without considering the brand influence, the price competition will become the main theme in the competition. Under this kind of competitive situation, the enterprise only get few profit. Today, air-conditioning industry has already entered the "Red Sea" competition stage, profit of enterprises is shrinking, enterprise is difficult to develop. Some companies have even felt the crisis of survival and development.Facing the increasingly fierce market competition, leaders of enterprises clearly realize the fact that brand is more and more important to them. Enterprises must build strong brands, and use the core brand advantage to face today’s market competition. Only in this way, enterprises can get rid of the crisis of survival and gain more profits. In order to obtain larger development space, enterprises must establish strong brands and believe the strength of brands.Jiangyue air-conditioning company is a member of the traditional air-conditioning enterprises in Europe and America, and it is the most representative one in these companies. Recent years, in the air-conditioner market, Jiangyue’s brand competitiveness and influence have declined obviously. The paper tries to find a suitable way of brand marketing for JY to help it recover its brand competitiveness.First, the related marketing concept and theory were researched in this paper, it laid a theoretical foundation for the whole paper. The macro environment and micro environment of brand marketing are analyzed, and the advantages, weakness, opportunities and threats were discussed by "SWOT" analysis tools in the next part. It provides a basis for selection and implementation of Jiangyue company brand marketing strategy.The paper analyzed the brand marketing status of Jiangyue company. On the analysis about the organizational structure of Jiangyue’s brand marketing department, the current brand marketing performance in the market, the status quo of the brand recognition and the 4P factors’influence on the brand, we can find out lots of the company’s brand marketing problems, such as inaccurate positioning problems, low efficiency of brand promotion problems,service markting’s eager for quick success problems and so on.On the basis of previous analysis, the author considers if Jiangyue want to enhance the brand competitiveness, it must remodel its brand marketing strategies, such as products positioning strategy, brand competitive strategy,brand promotion strategy, service marketing strategy and etc. The paper also discusses the remodeling of the company’s brand image, the sustainable management of brand marketing, the extension of brand and the establishment of a new brand.In the implementation of brand marketing process, the paper puts forward the concept that Jiangyue should build the core competitiveness. Through the corporate culture is implanted into the brand culture, the brand competitiveness can be build from the enterprise core competitiveness. In the end, the author suggests that the company must strengthen brand management, actively respond to the brand crisis, use legal weapons to protect the interests of the brand, to achieve the brand’s healthy and sustainable development.