Research On Brand Marketing Strategy Of Landscape Corporation In China

Competition is the key to the success of a corporation. Although a lot of changes happened in the world economy in the 20th century, the successful experiences from many famous brands all over the world proved that the best way of a corporation for keeping its life and development in the complex and competitive market was to create its own and larruping brand excessively. The brand marketing strategy was the theory and way that was developed through a long time practice by the corporations in the west according to the demands of consumer in market. It is theory of general guiding principle, of which Chinese market is not an exception either. During the recent twenty years, the Chinese economy has achieved a rapid development under the policy of Reform and Opening to Foreign Countries. The Chinese market has become one of the most potential markets in the world. However, there is a big difference between the transforming market in China and the mature market in the west.At the first or early part of the 21th century, Beijing achieved the authority of 2008 Olympic Game. Being the most important part of environment industry, the landscape industry has shown wonderful outlook. With more opening of the Chinese market, the competition in market will prick up.There are six sections in the thesis. The first section introduces the studying background, aim, worth in the practice, the basic theory and study way of the thesis. The second section expatiates on the connection between brand and corporation strategy, market, and consumer. It concludes the theory's gist of creating brand's marketing strategy according to the study result of the west. The third section puts forward the creating principia and whole set of corporation brand marketing strategy through analyzing the landscape inner and outer environment in China. The forth section introduces brand orientation strategy, product strategy, shaping brand strategy and emergency responding strategy in corporation brand marketing strategy. The fifth section introduces 'Re-engineering technology' and 'Integrated marketing' in brand management, through analyzing the opportunities and challenges in brand management in the 21th century.The conclusion is: from the demand of consumer, a corporation must try hard to improve competitive ability synthetically based on brand management. A corporation must drive and affect the demand of consumer by marketing, guided by corporationcompetition strategy. Chinese corporation of landscape may shorten the difference between outstanding international corporation and itself. At the same time it will realize the goal of globalization by creating and actualizing brand's marketing strategy effectively.