Analysis And Study Of Building Self-owned Brand For A Laptop ODM Enterprise

In this paper, we analyze and study the actual status of the industry and enterprise to confirm B-company who mainly focusing on mobile and laptop ODM, auto and new energy business could create self-owned brand. Meanwhile though the analysis and study, we work out a feasible proposal of the self-owned brand and channel creation and management. Here is a specific study direction, as following. Firstly, considering on four factors combination of brand, enterprise, industry and state, we've made detailed analysis and study, and confirmed B-company is very necessary to create self-owned brand and start this business.Secondly, we respectively use Porter's Five Forces Model and SWOT analysis method to do research on the industry and enterprise actuality that B-company facing to, so as to get conclusion B-company has advantages on self-owned brand creation and relative business development.Thirdly in the range of competitive brand strategy, we make analysis and study on B-company's brand strategy. On one hand, we focus on six aspects to answer how to make movements on B-company's brand strategy attribute, brand mode selection, brand image identification, brand orientation, brand extending and brand strategic vision. On another hand, we realize the brand strategy should be implemented from 5 aspects like differentiation, quality orientation, community marketing, green marketing and event marketing.Finally we do analysis and study on B-company's channel strategy.①we work out the B-company's channel mode through the study on advantage/disadvantage of national multi-level dealership model, regional sales agent model and the branch channel model;②we work out the B-company's channel orientation through analysis and study on the terminal market;③we work out how to select and maintain channel members through 3 aspects, such as looking for channel opportunities, evaluating on channel members and maintain good channels;④we consider from the aspect of products, pricing, promoting, training and logistic to give the main points of B-company's channel management.