Study Of The Factor Analysis Of Supply Chain Management On The Development Of AYIS Brand Power

Anyang Iron and Steel Group Corporation (hereinafter referred to as "AYIS")is the largest iron and steel enterprise of Henan Province, however in2012, AYIS suffered heavy losses under the background of global economic crisis. Brands and branded products are the keys of the survival and development of the enterprises facing with harsher market conditions. After54years of development, AYIS has already had the foundation to construction steel brand. This paper will investigate the effects of supply chain management on steel brand power by brand ecosystem theory, system dynamics theory and benchmarking method, and put forward some development proposals.Firstly, the current status of the steel industry is described; the importance of building steel brand is given, and the necessity of brand building for AYIS is set forth. Secondly,brand market share, profitability and brand development potential are used as the indicators to analyze the factors that will affect the brand power construction of steel brands, and then, according to system dynamics theory, a steel brand ecosystem model is built on the platform of Vensim. Choosing the supply chain management subsystem as the object, simulations are carried out to analyze the effects of supply chain management factors on steel brand power. It is showed that the improvement of the price of materials, Inventory Turns, distribution levels and human factors can obvious promote the steel brand power. Thirdly, operation status and brand building foundation of AYIS are described and its weakness of brand building is summarized. Lastly, using the benchmarking method, the gaps between AYIS and Baosteel are analyzed, and then some proposals on the price control of materials, human factors and the level of sales are given.