Innomaster Flooring Industry New Brand Launching Strategy Study

Now it is more and more difficult for enterprises to start up brands,especially in the traditional building materials industry.As one of the industries with the latest access to the Internet in China's traditional manufacturing industry,brand building in building materials industry also needs to go through the development path of traditional media publicity,brand building,Internet interaction and self media era.However,throughout the whole industry,it is still struggling in brand building,and even the positioning and separation are not clear and proficient.Facing the booming era of self media,especially the decentralized communication characteristics brought by the Internet,it seems inadequate.The traditional floor enterprises are lack of ideas and system solutions in the continuous brand movement.The new brand and new market environment is facing the severe challenge of survival and development.It's a typical normal to wear new shoes and go the old way.In this paper,we choose the topic of the brand strategy of the start-up of flooring enterprises to study.We choose Liu Shuzhen,the chairman of the board of living,who once was the No.1 of China's solid wood composite flooring,as the case company,a creative player(Zhongshan)home furnishing Co.,Ltd.newly established in 2016.According to the paper writing idea of finding problems and solving problems,we adopt internal and external surveys,market visits and competitive brand products Based on brand positioning,brand management,SWOT in marketing,pest and other related theories and tools,this paper analyzes and summarizes the current situation and problems of brand strategy planning and design in the initial stage of creative player(Zhongshan)home furnishing Co.,Ltd.,and the brand strategy management and brand movement management in the early stage of entrepreneurship This paper puts forward specific solutions,so as to form a systematic and comprehensive start-up brand planning and construction management content,in order to bring beneficial discussion for the management of brand strategy in the process of brand building and brand upgrading.Firstly,the paper introduces the background,significance,objectives and methods of the topic;secondly,it defines the concept of brand and strategic management and expounds the relevant theories of brand strategic management and strategic planning;the author reviews the development status of the domestic and foreign floor industry,combs the domestic mainstream floor brands,summarizes the development characteristics of the domestic floor industry;provides enough for the strategic formulation process Support: next,the internal and external environment analysis and competition environment analysis of creative players are carried out.Based on the conclusion of SWOT analysis,the research on the selection and implementation of enterprise strategy types,strategic objectives,brand positioning and strategic mode is completed.Finally,the research results of this paper are summarized.This research takes creative player flooring company as the research object,and carries out the brand start-up strategy research.The research ideas and research methods of this paper not only provide a systematic reference for the flooring enterprises seeking for brand upgrading,but also provide a practical reference for the brand optimization and continuous innovation of the whole building materials industry and even the traditional manufacturing industry.