Research On Brand Strategy Of Df Mechanical Electrical Equipment Co.,Ltd.

China is a major producer of mechanical and electrical products,but not a big brand owner of them.Although most Chinese mechanical and electrical export enterprises have many years OEM production experience for foreign brands,our product technology and quality have reached the international level and been recognized by the international market,we have no voice in the market,and are forced to constantly reduce profits,maintain a limited market share and struggle in a passive environment.The main reason is that we lack of brand awareness and independent brand.Facing such a severe challenge,if we want to improve the market competitiveness and obtain rapid development,DF company must take the brand strategy as the core of enterprise development strategy,build its own famous brand and take the road of independent brand development.By studying of the theories of brand and brand strategy,this thesis takes DF mechanical and Electrical Equipment Co.,Ltd.as the research object.Firstly,it analyzes the external macro environment,industry competition situation,market characteristics and other external micro environment by using PEST,CPM and other tools,and clarifies the external conditions and motivation of the company's implementation of brand strategy.Secondly,through the analysis of the company's internal environment such as resources and capabilities,combined with the present status of the brand building of DF company,studies the internal conditions for DF to implement the brand strategy,and puts forward the problems of the brand building.Then use EFE,IFE and other tools to summarize and evaluate the company's ability to cope with major external threats and opportunities,internal strengths and weaknesses,and use SWOT to work out a series of brand strategy options.Then the QSPM quantitative matrix is used to make strategic decision for the alternatives.Finally,work out the corresponding suggestions for the implementation of the brand strategy and the guarantee measures for the implementation of the brand strategy,and points out the direction for the future brand development of the company.