The Brand Stratege Research Of "Red Star Home World" In Hunan Hongxing Corporation

The home furnishing materials brand "Red star home world" of Red Star ModernCompany is studied in this paper. At first, after introducing the related theory of brand andbrand strategy，the macro environment, the industry and internal environment is analyzed.After analysis of the internal and external environments, the strengths, weaknesses, externalopportunities and threats of "Red star home world” is made clear, which lays a foundation for"Red star home world” brand strategy.,After that, brand strategy is made,which definitely includes brand target, brandpositioning and brand extension, the brand target is becoming the most famous, best selling,most comprehensive public awareness of home furnishing materials brand to the "TwelveFive”. The target group is mainly the consumer groups who can afford the high-end homefurnishing products, who turn out to become more younger. The brand positions in thehigh-end home furnishing materials brand which can represent, promote and lead theconsumer trends and provide a full range of products.After drawing up the brand strategy for “Red star home world"., the detailed brandstrategy implementation is made, which definitely includes brand using strategy, productstrategy, brand design and transmission strategy, service strategy and so on. Meanwhile,through such supporting measures as enhancing construction for corporate culture, humanresource and organization and management system, the brand strategy of “Red star homeworld" is ensured to implementation and to reach the objectives.