| China furniture industry has rapid development after the reform and opening up. But since the world economic crisis in2008, the foreign trade market has been shrunk sharply. More and more enterprise, which used to focus on foreign market, began to explore in China market. Meanwhile, many foreign enterprises are convinced of huge market space in China, and enter to develop China market one after another. With the technology developing, Chinese demand level is continuously raising. It is increasingly obvious that consumers attach importance to brands, pursue the brands and increase famous brands consuming. Therefore, under the fierce market competition and huge market demand, brand strategy will become the core of enterprise strategic combination. The implementation of brand strategy will strengthen the enterprise competitive power, enlarge the profit space. Enterprise has to insist on brand strategy to keep its sustainable development.The paper takes JLH Company as study case, focusing on the problems of brand development. Based on the theories of branding and brand strategy, the paper analyzes the general situation of furniture industry, competitors and the issues arising in the brand development of JLH Company. After SWOT analysis, the company must adopt differentiation strategy, especially brand strategy. As brand positioning is the base of implement of brand strategy, based on the analysis of consumers’characteristics, the paper studies on the market segmentation positioning and category positioning, and introduces the brand core value, which constructs the brand positioning system. In accordance with brand position, JLH brand images are integrated, and brand implementation strategies are formulated, including products&service, sales channels&communications, and brand extension, which become the guideline of JLH brand development.Brand strategy is a frequently development strategy that most furniture companies are adopted. The paper would be helpful to those enterprises which may come up the issues of brand positioning, brand core value, actual implementation scheme, etc. during their branding development. |
