Study Of FB Company Brand Orientation In The PGM Catalyst Industry

In recent years, China’s economic growth is slowing, PGM catalyst industry is influenced by it.The homogeneity of the product, price competition, service advantage is not obvious result in increasingly fierce competition between enterprises. Whether large foreign companies, state-owned enterprises, or small and medium-sized private enterprises, are faced on cost increased and profit shrinkage. If enterprise want to stand out from the existing market, and hold the small space, need to has a clear brand orientation.Based on FB company brand positioning in the PGM catalyst industry research, used the qualitative and quantitative analysis, comparative analysis, combined with the characteristics of the PGM catalyst industry and FB company actual situation, find out FB company specific question, and analyzes how to do the effective brand orientation.First Outlines the related theory of brand positioning, As a the theory foundations of the FB company brand positioning. Secondly analyzes the PGM catalyst industry present status of development and FB company self-condition, used the SWOT analysis to analyze FB company internal resources, and the comparative analysis of other brands with the industry.Third,based on Maslow’s theory, we designed market questionnaire, research to the target customer group. Through the analysis of the survey data, determine the needs of target customers, in order to determine the FB company brand positioning. Then take to brand positioning strategy of the combination of price positioning, diferentiation positioning and value orientation. Then discusses how to the spread of brand positioning, to make brand positioning real benefits for the enterprise, indicate the development direction of enterprise. Finally summarize the study, giving advice and enlightenment, and hopes for the future expectations.This paper studies characteristics as follows:through the market survey analysis, PEST analysis, SWOT analysis and comparative analysis of competitors, to ensure the rationality and validity of the FB company brand positioning research. Find the point between the target customer needs and FB company brand positioning, to meet customer needs and improve theefficiency of the enterprise purpose.