迅达公司品牌战略分析

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1、迅达公司品牌战略研究AbstractNowadays，thecompetitionoftheindustryofkitchenandbathappliancesisincreasinglyfierce，andgraduallybecomemature．Inthefaceofincreasinglyrationalconsumers，somesensiblekitchenandbathhouseholdelectricalapplianceenterpriseshavebeenfullyawarethatbrandbuildingisanimportantwaytooccupythemarke

2、tandincreasethemarketshare；itisalsotheimportantassurancetomakethecompaniestobebiggerandstronger．Inthefiercecompetitivemarket，howtowinagreatermarketshare，howtoenhancebrandawarenessandcreateastrongbrandaretherealityproblemsthatXundaCompanymustface．Basedonthetheorybasisandresearchresultsofbrandmanagem

3、ent，strategicmanagement，marketing，usingXundacompanybrandstrategyastheresearchobject，startingbymarketingenvironmentanalysis，thisarticleaccordstoXundacompany’Sbrandstrategyobjectives，brandrepositioning，brandexpansiontodevelopbrandstrategy．Thenbythewayoftheproduct，pricing，channels，integratedcommunicat

4、ion，brandmaintenanceofanmakingimplementationstrategyfromfiveaspects，andatlastmakesomemeasurestoprotectXundacompanyimplementationofthestrategy．Thispaperthroughrisingthebrandtoahighdegreeofenterprisesstrategytostudyandrealizetheintegrationexistingtheoryofbrandmanagementandtheexpansionofbrandmanagemen

5、ttheoryofnewareas，whichprovidesacompletesetofbrandstrategyandimplementationstrategiesforXundaCompany,hopingthattheresultswillbebetterforXundacompanytoimplementoftheirownstrategies，ensuringtheirproductsownslong—lastingcompetitivenessinthemarket．Thisarticlehopesitalsocanupgradethestrategicawarenessof

6、brandmanagementofourkitchenandbathhouseholdelectricalapplianceenterprises．Andatthesametime，thispaperprovidesacertainamountofreferencetothekitchenandbathappliancescompanieswhentheythinkabouttheirbrandstrategiesandotherissues．KeyWords：Kitchenandbathappliances；Brandstrategy；SWOTanalysisnl迅达公i日品牌战略研究插图

7、索引图1．1四种品牌战略示意图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．7图1．2论文逻辑框架⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯9图2．12003年一2007年国内生产总值及其增长速度⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯12图2．22003年一2007年城镇居民人均可支配收入及其增长速度⋯⋯⋯⋯⋯⋯13图2．3燃气灶2006年一2007年竞争格局变化图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯