Research Based On The Development Strategy Of ZBSW Ceramic Company’s Own Brand

Zibo is one of the most famous ceramics industrial bases, which enjoys high prestige. With the development of economic, the prestige is decline. It becomes a ceramics processing zone from the famous industrial district. Ceramic enterprises in Zibo has been at the ceramic production of the OEM is given priority to, while it is not the invasion of brand because of local regional brands. How to survive in the fierce competition in the market and how to develop its own independent brand is very important.In this paper, we make the analysis of the OEM transformation factors including internal and external ones. The internal factors about technical strength, industrial chain, financial strength, product properties and the external including customer dependence, market concentration and environmental change. It points out that the problems of the Brand marketing, customer loyalty training and management of the enterprise. Through the comparison of the development of Dongpeng, and other well-known domestic brands of ceramic Eagle Enterprises and using the method of literature analysis, comparative analysis method and system analysis method, questionnaire method and other research methods, proposed the strategies about the development of independent brands to ZBSW Ceramic Co., Ltd from shaping brand core value, brand marketing, upgrading of the industrial chain, brand and customer loyalty cultivation. It obtains the conclusions by the researching that n the independent brand building, through the transformation of enterprise inside and outside, as well as the internal organizational culture construction, technical staff training, the introduction of the brand management personnel or team development, brand management culture. In the external, through the market segments identify target customers and regions, the establishment of brand channels and marketing model upgrades and industrial chain integration. Enhancing enterprise management concept, talent, team, culture soft strength of enterprises, improving customer loyalty, reducing dependence on the upper reaches of the brands; expanding overseas brand cooperation ideas, shaping the core values of the brand, then build the core competitiveness of the brand.