Analysis Of Hisense Group Brand Marketing Strategy

Home appliance industry increasingly fierce competition, more and more enterprises pay more and more attention to the establishment and management of brand marketing, brand marketing also can become the enterprise in a competitive edge in the market one of the key steps.System, this paper analysed the hisense brand marketing, mainly from the customer experience value as the guidance of "functional brand", "the vivid brand\" and the orientation Angle of "the experience brand", to "idea" and "strategic" two dimensions of analysis, the author thinks that, leading technology innovation and market-oriented operation and management philosophy to promote the success of hisense. Hisense in under the guidance of the management concept of right to formulate marketing strategy, make the brand strategy and brand extension (diversified) strategy and overseas (international) brand strategy was born. And hisense brand positioning are changed periodically, first the functional brand, to the vivid brand, and the experiential brand development.Brand in our country is in a relatively awkward situation, has a world-class products, not a world-class brand, with products without brand is a lot of enterprises in our country the question which is unable to avoid. The reasons for this problem is not the performance of our products with quality problems, but behind the brand strategy and brand management. Hisense’s experience is worth reference for general corporate brand management. Brand marketing should give attention to both concept and strategy of two levels, and realize the combination of both sides. The development of brand marketing should be guided by the "concept", to clear the basic developing trend of good brand; And the shape of brand "strategic", set up to provide basic security strategy for the brand, and then according to the concept of implementing strategy, implementing strategy. On the brand construction can learn the construction course of hisense, by "functional brand" to "the vivid brand" to "the experience brand|", also can understand the characteristics of the target consumers, coupled with their own experience strategy to locate the meet the needs of consumers and meets the needs of their own development, brand can be positioned to "functional brand" or "the vivid brand".