The Research On The Improvement Of Brand Management Of DARUN Hardware Company

DARUN company as the only one state-owned enterprise in the hardware tools market of Tianjin, transforms from the original planned economy to the market economy of today with the changing times, substitute for employee and promote the numerous tools brands. As a brand broker, brand choosing and managing is vital to the enterprise, so how to identify, screen out and manage a variety of tools brands on the market is the eternal subject of DARUN.Firstly, sort out and summarize the relevant books and literatures about research of brand concept. Customer relationship value from enterprise standpoint, the division of customer value, the study of consumer buying behavior, take the brand value and customer relationship fidelity as the theoretical basis, Sum up four dimensions, i.e. the brand trust, brand awareness, brand competitiveness and brand core strength and invited experts in this field to evaluate and finalize the questionnaire of hardware and tools brands choice, sent out questionnaires to the customers of DARUN company and then recovered.Combined with the status of store brand management in DARUN company, In this paper, the hardware industry’s innovation is embodied in two aspects:The first is run descriptive analysis and factor analysis of valid questionnaires. Through analysis and researching the selection factors of hardware tools brands, building up appropriate brand screening criteria and management programs for DARUN company, The second is the brand of the enter store management strategy, including the accounting of the brand assets, adjust the brand structure, to the brand of quality, technology, quality, production capacity, after-sales service and other factors, and the way to manage the store brand.