| Along with China economic development runs on the fast track,people's income is rising rapidly,consumption capacity and life quality are also rising.When consumers purchase goods,the requirements for quality,fashion and innovation are also greatly improved.The kitchen and bathroom industry is closely related to the real estate industry.When people choose products,they are also more interested in those products with good quality,fashion innovation and attentive service.They are willing to pay a higher price to buy all kinds of products produced from these companies,and gradually form a consumer preference for these companies' brands.In response to these changes in consumer demand,more and more companies have invested heavily to create products and brands that consumers like,to seize the huge market demand,and the market competition is increasingly fierce.From the perspective of the development status of major brands in China's kitchen and bathroom market,high-end brands lead the market through continuous innovation and fashion,occupy more market shares;middle and low-end brands also continue to follow up and imitate rapidly,occupying more and more middle-end consumers.In contrast,Guangzhou MEIEN kitchen and bathroom Co.,Ltd.has not been paid attention to its brand development in the Chinese market.The management's conservative thinking on the brand development and slow action,makes the brand influence and scope are limited.Therefore,through in-depth analysis of the operation status of Guangzhou MEIEN kitchen and bathroom Co.,Ltd.,proposed that to promote the company's brand development strategy as the main tasks of future work,enhance the influence of the company's brand in a broader consumer group,improve the overall market scale and the brand competitiveness in the industry,these goals should become an important direction of the company's future development.In the strategic analysis,the paper collated the internal and external business conditions of the company,so as to have a more understanding of the external industry environment and the internal business management status of the company.Then use the SWOT analysis method to sort out the development opportunities,challenges,advantages and disadvantages of Guangzhou MEIEN brand in China's kitchen and bathroom industry.It is concluded that the company should take advantage of its existing advantages,improve its disadvantages,carry out product diversification strategy,cover a wider market and reduce the threat of competitors to seize the market,that is,adopt diversification strategy.In the strategic planning phase,according to the internal and external business status of the company,the company has formulated the product development and competition strategy to expand the new consumption field,more cater to the preferences and trends of young consumers,add more scientific and technological innovation elements and young fashion design sense into the brand,make the brand become more energetic and passionate,and present more obvious brand differentiation strategy.In the implementation of the brand development strategy,it puts forward the specific implementation suggestions of building the company's brand culture construction and training mechanism,promoting the construction of the technical innovation talent team,and points out the direction for brand publicity and expanding the marketing and sales channels,at the same time,it suggests that the company should take more initiative to undertake and fulfill the corporate social responsibility,and win the moral strength for the brand development.Finally,in terms of the guarantee measures of brand development strategy,it is proposed that the company should establish a special brand management professional team and system,continuously improve the market demand planning and R & D innovation ability,improve the company's internal management process,establish a risk prevention mechanism and a fast crisis management system,and guarantee the smooth implementation of the company's brand development strategy. |
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