The Strategic Research Of Longxing Brand Extension

Lanzhou longxing volcan heating equipment manufacturing group co., LTD. which is a private enterprise with considerable scale in gansu province, the registered trademark "longxing", founded in1998. Its products is mainly a new type of heating radiator. The enterprise developed toward diversified fields since2010with products related to solar collector, electric radiation radiator, solar power cogeneration, the phase change heat conducting substrate, headquarter economy real estate and other fields. It is a very important one in front of the enterprise strategic choice which is how to do a good job in brand management, how to do a good job in brand extension,This article is proposed in view of the "longxing" brand extension strategy and implementation measures through the analysis of the meaning of "longxing" brand extension, the necessity and problems of brand extension,The writer as the main "longxing" brand builders and participants, witnessed the establishment of "longxing" brand, the formation and development of history, also experienced the detour taken "longxing" brand extension. In this paper, the research results of "longxing" brand extension is of great realistic significance, for the similar enterprise brand management also has the certain reference value.