Brand Management Stratagem Of The Medium And Small Enterprise Of Energy Saving Lamp

Along with the improvement of the standard of living, the demands of the production of illumination and fine lighting environment increase. Especially the product of energy saving & environment protection. But in the actual home market . the industry of the energy saving lamp is still in the level of universality competion. All the enterprises are throng and manufacture in the style of mill. The competion is fiercely in the low-level state, except for the anti-dump in the international market. So we can say that the whole industry are nearly in face of the corner.Thereinto the problem of the medium or small manfactur is even more, without brand, the administration & the quality is weakness, they already turn into the bottleneck of persistence development.The extended OEM and cared for the quantity, so that the manufacture of the medium or small energy saving can't suit for the demands of increasing consumer subsection. After entering the WTO, the competition is much more furious. They are facing with the choice of life or death.Therefor the thesis put forward a tactic thought that cope with the competition, that is compete by brand, in detail:The thesis starts with the analyzing the industry of energy saving lamp and the demands. On base of the SWOT of the medium or small enterprise of energy saving lamp, hereon, bring forward the essentially and possibility of working with brand. And also the article put forward a commonly thinking of administration through integrating the fact.The thesis has six sections:Chapter one: the environment scan of the entire industry, mostly the existing competes, potential competes, possible substitute product.Chapter two: analyzing the demands, indicating that the consumer love the product of simple, environment protection, and green. At the same time introducing the market trend and the demands of mostly category.Chapter three: the strength, weakness, chance and treat of the industry of the energy saving lamp.Chapter four: discussing the brand shaping approach & thought, as well as the best of all the tactic of the succeed brand.Chapter five: in succession, the article talked over the strategy matter, that is for building up full and clear brand visualization, the enterprise should conformity the contact point of the brand in effetely. Also the article bring forward ten meatheads to conformity the relationship of the brand.Chapter six: Summarized the thesis, on the base of analyzing the content of brand, linking with the practice of the energy saving lamp industry that the brand should be the essential value of the medium or small energy saving lamp manufacture.