A Study On The Development Strategy Of The Chinese Brand Of Numerical Control Products

The famous brand NC products has already become the first choose to the users. As anyone of the Chinese brands of NC products has not formed the famous one, so the market occupancy rate and the ability of profits continue to descend when there are no obvious differences in qualities between Chinese NC products and foreign ones.As an important part of the tackle key problem subject of national 10th five-year plan named "Research on the Human resource exploitation and Raising Marketing Competence of NC machine tool industry", based on extensive investigation to the market and the inland NC enterprises, this paper describes the actualities and problems of Chinese brand of NC products, analyses the reasons of lag and the significance and imminence of building up the Chinese brands of NC products. Being dead against these reasons and problems, this paper studies how to build up the Chinese brands of NC products to improve the Chinese NC enterprises' competition power. And puts forward some strategies to build up brand: carry effective brand management, adopt effective brand advertisement, create service advantage, put in practice brand share, improve ability of technique innovation and strengthen the government's support.Based on integrative analysesing masses statistical data, theory combining with practice , The author puts forth some own opinions about how to build up Chinese NC brand and make beneficial explorations about NC brand management. So this paper has practical reference value for the improvement of Chinese NC industry.