Research On Brand Management Of Imported Household Products

Due to the fact that the development of China economy,China begin shift the role from the world factory to the world market.the world trade cooperation keep strengthened.Chinese people can buy the worldwide products without step out the country.According to this situation,the imported household products become more and more popular in China market.Along with the imported household business started in China market for about 20 years,from the very beginning,the products only can be afford by the top of the pyramid,but it gradually be accepted and loved by the middle class and the young people as the new generation consumer.The Chinese consumer first attracted by the very high quality and functionality of the imported household products,then gradually become even interested in the way of life style which the products bring along.The household business become a black horse in the mass and fierce Chinese market,so that many relative business step into the imported household business either.For example,the previous Chairman of the Board in Gome,Mr.Chen Xiao,his first household flagship store is in Shanghai named “micoo home”.The Chinese furniture brand Ji Mei also step into the row of household business.There are still many very known brand store in the cities,like IKEA,HOLA,TAYOHYA,MUJI ext.Also there are many other household shops in the second and the third class cities.The development of the internet economy era,the online sale fastened the integration,recombine,competition,and the price regulation of the imported household field.so that come the problem of this field,i.e.the agent company how to brand management in order to seize the market.Among those company,LIKUAI as the very early company in the imported household business,also face the same problem in brand management.Therefore,the author select the “ Brand Management of Imported Household Business of LIKUAI “ as the research subject.In the basis of previous studies,path of the brand management thinking of imported brand agent company,with the problems of LIKUAI which author has been working for,with the brand management strategy is not clear,the brand localization strategy is not decided,the brand appeal is not outstanding,the brand extension is not in place ext.Study on the internal causes and external causes.On the basis of the four brand management content of LIKUAI,propose the constructional suggestion in measures.Also combined the internet+ thinking explore the new method of the brand management of imported household field.According to the feature of the agent enterprise brand management,research from the international supply chain,image of the store,assortment selection and organization,category strategy,product planning,brand concept,brand marketing strategy and mode,also the brand operation status.With the reality of the physical store named LIKUAI International Home.Analyzing and inducing the relative problems,as for providing the convincing factual evidence for this essay.This paper divided into seven parts,the first part is the introduction,including the background,research significance,research at home and abroad,on the theoretical basis and research ideas,methods and structure;The second part is to define the concept and theory,mainly introduce the relative definition of the brand management,and the imported brand management research,valuable experience and reference;The third part is the analysis of the status in household field,including the developing process,status,pattern,industry features,main assortment,the consumer group,market features and market circumstances;The forth part discusses the imported household brand management status;The fifth part,problems analysis in the brand management in LIKUAI;The sixth part is aim at bring up the proposal for optimization the brand management in strategy and method;The seventh part,elaborate the essay and the research conclusion.