Research On Brand Strategy To X Company

Nowadays women’s shoe market competition pattern is: some big brand companies occupy the main market, a few medium-sized enterprises owned regional market, a large number of small businesses as a supplement, some large enterprises such as belle, daphne women’s shoes, zhuo poetry, X company. These shoes enterprises products has basically covering the whole country. After years of efforts,the company X shoe has been successfully in the women’s shoes market, brand awareness has been greatly improved, the market share also gradually improve, sales network is increasingly mature. In 2009, X shoe industry and the success of the listed company. But because of the lack of a clear brand strategy, X company has always been difficult to catch up with the big brands. In the current market in our country, for women’s shoes market is a relatively mature industry, market entry threshold is low,competition is especially fierce, compared with belle, daphne those big brands, "" X company current scale is still small, its brand system is a single, only " ST&SAT" more visibility, and other brands still have not yet formed a certain scale. In the face of the existing market, to combine its own situation and consumer behavior analysis,in order to establish more competitive brand strategy, is the priority of X company, as well as the research object of this article.At first, this paper expounds the developing situation of the shoe market in our country at present, the major domestic shoe brand competition situation and the status quo of the shoe brand X company system, through the study of the SWOT analysis of the current situation of company X shoes, analysis of the company has the opportunity,threat, with the advantages and disadvantages. And combined with the root cause of the consumer shopping motivation and for women’s shoes sell like hot cakes, to determine the shoe brand X company as a whole, its location in the fashion shoes,multi brand strategy at the same time, to improve the market competitiveness of X company. Fashion is changeful, however, how can I follow fashion? By learning Spanish clothing enterprise the successful experience of Zara, together with the present situation of X company shoes again, to put forward a new core- "rapid response fashion" brand strategy. When implementing the brand strategy, the enterprise should be in all aspects such as management, service and marketing to serve for the brand strategy, in order to improve enterprise brand competitiveness, and promote the further development of the enterprise. This paper USES SWOT analysis and consumer behavior analysis method, and combining the current situation of the development of women’s shoes market, the brand strategy for system analysis. Putforward "rapid response fashion" for the pursuit of fashion brand strategy is due to the women. This research conclusion on the development of other domestic enterprises will have certain guiding significance.