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1、RESEARCHONHYDRONCOMPANY’SBRANDSTRATEGYABSTRACTAstheworldsecond-largesteconomy,Chinawithspectaculareconomicscaleandgrowthhasbecometheworld’sleadingemergingmarket.Chinaistheworld’smost-populousnation,andoneofthehighestincidenceofmyopia;Contactlensasatypeofmatureoptical
2、correctionmethod,itslevelofwearratesismuchlowerthanthedevelopedcountriesandregions.Therefore,Chinamarkethasbeenoneofthecontactlensmarketwithmostpotentialintheworld.Hydronasacontactlensenterprisebasedonlocaldevelopment,itssalesvolumeishigherthan30%ofthetotaldomesticma
3、rketsales,throughalmost20yearshardwork.Hydronhasbecometheleadingbrandinthedomesticcontactlensmarket.Thereisnodoubtthatbrandisimportanttobusiness.Hydrondeeplyunderstand,forthesakeofmaintainingcompetitiveadvantageandpursuing万方数据long-termdevelopment,havetocreateStrongBr
4、and;Improvingenterprise’scorecompetencethroughtheimplementationofbrandstrategy,companywillachievethegoalofcontinuouslyconsolidatingandincreasingthemarketshare.Thisdissertation,withHydronastheobjectofresearch,takeshowtohelpcompaniesselecttherightdirectiononbrandstrate
5、gyformanagingbrandequityandbuildingstrongbrandsthroughimplementationofbrandstrategyastheresearchobjective.Thefulldissertationisstructuredasfollows:1.Intheintroduction,givestheinformationofthebackground,significance,contentandmethodoftheresearchinthisdissertation,brie
6、flyintroducesthetheoriesofbrandstrategy;2.Analyzetheexternalmacro-environmentfactorsofHydronCompany,theindustryactuality,competitionandthemainstructuralcharacteristicsofdomesticcontactlensmarketviaPESTmodels;3.AnalyzethestatusofHydron’sbrandstrategyplanningandpointso
7、uttheproblemsofbrandstrategy;4.PlantheHydron’sbrandstrategy,developsmulti-brandstrategyofupgrading,localbrandinternationalizationstrategy,HydronandHorien’sbrandmarketingstrategy;5.ProposeguaranteefortheimplementationofHydron’sbrandstrategy,includingbranddevelopmentst
8、rategy,brandserviceenhancement,informatizationconstructionandteambuilding;6.Conclusionandfurther万方数据research.ByresearchingHydron’sb
