罗敦司得眼镜公司中国市场品牌营销策略分析

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1、万方数据AbstractWithcompetitionglobalizationandindustrialcapital，brandhasbecomethemostvaluableassetsofenterprise．”Tocreateastrongbrand．managementofbrandequity”hasbecomethecorestrategyoftheMulti—NationalCorporation，Dependingonthestrongbrandimage，theydominatethemarketandgainhighermarketshare&higep

2、rofits．WhiletheChinalocalcompanybegintorecongniazethatweneedtotransferfromthe”productioncostcompetitionwithlowprofit，nonbrand”tohigherprofitwithownOBMstage．MostoftheloacalcompanybegintotheJVwithintemationalcompanyandlearningbrandmanagementfromthem，theintemationaIcompanyalsogetbenefitfromChin

3、esecostsaving．SohowtohighgrowthintheChinesemarketanddothebrandbuildingbecomethestrategicobjectivesofallkindsofcompany，alsobrandmanagementhasbecometheImportanttopicofChineseenterprisesduringtheirinternationalbusinessdevelopment．Chinaopticalindustrymarketsizereached40BRmbln2012，andChinaoptical

4、industrycanreachs7％averagegrowthrate．Chinawillbetheworld’sbiggestpotentialopticalconsumptioncountry，andalsobecometheglobelopticalmanufactioncenter；NowChineseopticalproductivitiesmet70％opticalneedglobaly．Chinahashugepopulation，Chinahasthehighesttherefractioncorrectiondemandrateint11eworld，but

5、theactualopticalcorrectionrateislessthan1／10ofthatofdevelopedcountries，SOtheopticalbusinessbecomesaverypotentialindustryinChinainthefuture．ForOpticalindustry，theoverallindustrysizeissmallcomparingwithothercomsumerproducts．Nowtherea1．emoreandmoreindividualopticsproductsappeared，especiallyfort

6、helens．regardlessthedifferencepersonalneedsofmyopia,hyperopiaandpresbyopia．Whenwedotheprocessofconsumeropticalproducts，It’Saprocessofmedicaltreatment，whichneeds】otofprofesstionalmedicaltheoryandproduct’Sknowledge．Sotheopticalproductsispositionedasamedicalconsumable．Theopticalsalesmanneedprof

7、essionalmedicalbackground．aswellasoptometrypersonnelinproductoptometrytreatmentresults，technicalparameterSofproduct，optometryprocessing，eitheroneoftheaboveaspectsmatchingunreasonable．willcausetheproducterrorandnotsuitableforthecustomers，whichwillbe