In The International Operation Of Zhejiang Iron Rich Long Cable Co., LTD The Independent Brand Construction Research Problem

With china’s reform and opening up further accelerate China’s accession to WTO and economicglobalization intensifies, domestic specialty wire and cable industry, competition has become increasinglyfierce, participate in international business, on one hand because the raw materials are subject to theinternational market, on the other hand, since the beginning of special cable of high profits, leading todomestic enterprises in the sector number and yield increased significantly, disorderly price war andformed, as China’s most developed private enterprises in Wenzhou of Zhejiang Ironflon the development ofcable companies over significant narrow. To win in enterprise, the development trend of the times, how toimprove the quality of products, build brands, enhance customer service capabilities, to build up the corecompetitiveness of enterprises, has become an urgent problem to be solved in the wire and cable enterprisesin the internationalization, the route one must take is the sustainable development of enterprises.Brand construction is a systematic project, involving the production, product positioning, brandpositioning, product packaging design, product standards, brand advertising and brand management andguarantee measures and so on a variety of internal and external factors. As a small rail ironflon company,how to proceed from the actual situation of the enterprise, how to build their own brands, to ensure productquality, improve product visibility, and further enhance the core competitiveness of enterprises, themaximum to meet customer demand, create greater value for customers, to meet the international businessmarket the challenge, is a topic worthy of deep study.This study combines the theory of brand building, close contact with domestic and international cableindustry practice, the process of brand building in Zhejiang ironflon Cable Co., Ltd. brand as an example,the enterprises brand construction guiding ideology, planning, brand positioning, brand maintenance andpromotion are discussed. Further analysis of the existing internal and external environment of thecorporate brand building process, Especially for the enterprises brand construction originally “optimizationto function as the center of the management model” to “process-centric management model” as the brandmanagement is discussed in detail, and put forward concrete measures from the enterprise brandconstruction.Through the study and enterprises management personnel interviews, questionnaires survey as well asexperienced by the author, through the study of brand internationalization in Zhejiang ironflon Cable Co.,Ltd. which provides certain theory for our country small and medium-sized enterprise brand construction.