The Research On Brand Marketing Strategy Of The PEIDI Industry

Nowadays, as the enormous intangible assets of business enterprise, the importance of the brand has already exceeded the other strategic factors, such as land, currency, technique and the manpower capital etc. Say from certain meaning, the competition among modern enterprises has already become the competition among brands. This paper starting from the managing policies of an idiographic exporting manufacture enterprise on pet products-PEIDI industry , discussed how to apply brand marketing to the managing practice of exiting and processing enterprise in seaside in our country, and in virtue of the theory of brand marketing, achieving the transformation of vast exiting and processing enterprise, to search a new developing road for these enterprises, and to initiate a new developing pattern, at the same time, these ways are also a new impulse.Using the theory of brand marketing, brand loyalty, brand asset management and the theory of brand prolongation and so on as the research foundation, above all, the paper introduces the internal and external circumstances of the PEIDI company, then makes the SWOT analyses, and finds out the shortages on brand marketing field of this company. In the next place, the paper particularly expounds the brand market policies in three ways: cultivating the brand loyalty, brand spreading policies, and brand asset management after ensuring the object market i.e. brand orientation of PEIDI industry. At last, for the favoring implementing of the marketing policies, the author proposed some practical advices in four fields: paying more attention to strengthening the brand consciousness, brand culture, the proper brand prolongation and building the specialization group of brand management and so on.Brand engineering is a cosmically project which needs longtime accumulation and persisting, no other then doing things in proper sequence, the science could still achieve success. The viewpoint of this paper has some realistic meaning for the lots of middle and small enterprise on exiting and processing.