Reseach On Brand Strategy Of W Commercial And Trading Co., Ltd.

In the last dacade, many people not only focus on conventional antique,calligraphy, painting, stones or other treasures, but also gradually attracted by miscellaneous plaything. Especially the Buddhist related plaything are more and more popular. Various kinds of Pipal tree seeds, mahogany, and Buddhist seven treasures have occupied a large part of the market.Due to the lack of business operators, industry norms, the market system is not perfect, the lack of regulatory and so on, the emergence of new markets, often accompanied by a lot of confusions such as the lack of competition, market disorder and other issues..During market economy, as for the enterprises of plaything, who take advantages of the this new industry, at the same time, undoubtedly face a huge challenge of the problems, mentioned above. W trading company enters this market, and from the beginning, has determined the idea and specific plan of establishing a brand strategy. After a year of development, although it got some achievements of the construction and promotion of brand strategy, but encountered more problems to be solved.This article will start from the present situation of W trading company's brand strategy, and compare the theory of domestic and foreign researches on brand management and brand strategy,study on the suitable ones for the situation of W trading company. Based on these theories, this article will establish the brand strategy framework and concrete implementation plan.After data selection and summary, this paper will combine the two theories of life cycle theory of brand and SWOT analysis, absorb the advantages and avoid the short points, find out the objective and real situation of the development of the brand strategy of W trading company.After the confirmation of the company's brand strategy, according to the situation of W trading company, using Professor Zhou Zhimin's management theory of brand, which is in line with Chinese market environment, this article will ultimately build the company's brand strategy framework. At last, it will focus on detail rules of the framework, in order to play a guiding role in thefuture practice of the management theory of brand for W trading company.