NCM's Creation Of Industrial Products Merchant Brand In Western China

For an enterprise fighting for survival and sustained growth, one of the pathways is to create a distinguished brand name, establish clear brand characteristics, and produce profit for the enterprise with ever accumulating brand equity. There have been continuously emerging new theories and applications of brand. It has in fact become an important branch of marketing research. The research for Manufacturer Brand has especially formed a rather complete theoretical system, with the research in Consumer Goods Merchant Brand becoming the focal point of academics and enterprises. On the other hand, the research in the relatively special field of Industrial Products Merchant Brand has been very limited, since the merchants of these products are only facing the clients in the same field. No theory suitable for this type of merchants has ever been established, even though the academics and enterprises both tend to agree that it is necessary to do so under China's current market economy. Under this background, this article chooses a national merchant of chemical products, NCM Inc., as its research target. The article focuses on this company's branding in the western provinces, in an effort to find a method suitable for Industrial Products Merchant Brand, providing examples for similar merchants trying to establish branding in their field.This article uses PEST analysis, Potter's Five Forces Model theory and SWOT analysis, etc., to analyze the macro environment of the company, the competition in its industry and the advantages and disadvantages that the company currently has against the competitors, hoping to provide theoretical foundation for the evaluation and creation of brand. The novelty of this article is that it adopted a brand theory called Life Point Propagating Planning Theory, which allows rapid creation of strong brand and is suitable to China's current economy. The article analyzed Industrial Products Merchant Brand and established a method for creating such brand.The author designed this method by reading many books and other references, reorganizing and categorizing them, and learning from previous experiences and theories in them. As an employee of NCM Inc., the author read many internal documents, and also probed into the market to obtain the first-hand material. Some of the material and data has been modified under the request of NCM Inc. to protect the company's commercial secrets. However, to improve the reality and applicability of this article, the author has tried to use real data and information under the premise that it would not have any negative impact on the company's business.