Research On Brand Promotion Strategy Of Entive

With the reform and opening up,China's fast-growing economy,urbanization and consumption capability provides a huge space for the development of the real estate market as well as the kitchen appliance industry.At present there are many brands in the domestic kitchen appliance industry but they mainly occupy the lower-end market.The brand awareness of the industry is relatively low,which leads to weak competitiveness.With the transition of the social principal contradiction and the growing brand awareness of Chinese consumers,the brand is becoming one of the important factors impacting purchase decision.To identify the industry's market position,marketing methods,development direction and to build a reasonable development and brand promotion strategy,are the keys to the survival and future development of kitchen appliance industry.The first and second part of the dissertation focuses on the competitive environment of kitchen appliance industry,describes the research status of kitchen appliance brand development,illustrates the theoretical and practical significance of kitchen appliance brand research,which lays a theoretical foundation for this study.The third part takes the case of Entive,analyzes the current situation and existing problems of Entive's brand promotion from the perspective of promotion contents,promotion channels,promotion methods and promotion effects.The company is faced with several problems concerning brand promotion-low brand awareness,low customer loyalty,unclear brand positioning etc.The PEST Model is used to analyze the macro environment of Entive in terms of politics,economy,society and technology and the Five Forces Model is used to analyze the industrial environment of Entive.The major threat to Entive is competition against rivals.The forth part establishes a new brand building model for Entive,putting forward four assumptions on brand awareness,brand association,brand effectiveness and brand loyalty.Entive needs to enhance its brand awareness,get positive brand feedback and improve customer loyalty.Based on the former parts,the last part offers a brand promotion strategy and supporting measures for Entive.