Jiaduobao Brand Marketing Strategy Research

May 2012 is the turning point of the JDB group, "Wong Lo Kat" brand was recovered after many years operation. After losing the famous brand, JDB Group adjusted the position of the market with their professional brand operation experience. JDB switched the brand from "Wong Lo Kat" to "JDB" successfully through a full range of three-dimensional marketing model, accurate and rapid market response. JDB Group becomes the biggest winner of the brand competition, and gets rid of the unpredictable risk that could come from the renting of brand. JDB group successfully launched its own brand of herbal tea. The new brand "JDB herbal tea" becomes the leading brand of the herbal tea industry through their careful operation with highest sales volume and market share. JDB group further launched "pot of gold" and entered the era of mobile Internet +", meanwhile they also took a very important step to the way of internationalization.The investigation in this thesis focuses on the branding and marketing strategy of JDB group during May 2012 and June 2015 after the recover of the brand of Wong Lo Kat. The marketing strategy theory is the basis of the research. The reason why JDB can create the. myth and make such big success was explored by study of their brand positioning and JDB marketing promotion mode. At the same time, some advice and suggestion was put forward to their future strategic direction of the enterprise. The domestic Chinese company could reference to JDB's branding operation mode, problem solving method and marketing promotion way. The proposal to the development of JDB is also the problem that many Chinese enterprises faced for fast consumables, and should be the future direction of the industry. It was expected that all the Chinese companies for fast consumables can think together.