Five-Star Appliance's Brand Strategy And Suggestion On Execution

In recent years household appliance retail chain trade has been one of the most rapidly developed trades and one of the trades of the fiercest competition. With the all-around opening of the Chinese retail field, the Chinese household appliance retail trade will enter the era of perfect competition. Through performing brand strategy the channel company creates a differentiation advantage. Without doubt it is the best approach to deal with the more and more distinct homogeneous competition in this trade. This paper takes Five-Star Appliance as an example, uses brand strategy and relevant theories to research, refers to the brand development of BestBuy and Eupa, takes the establishment of brand core value as cut entry, through the study of brand communication and brand value added, provides program suggestion for brand strategy of Five-Star Appliance, and find out the most beneficial actions and measures to build Five-Star Appliance to be the best and the most valuable household appliance retail company of China.This paper is divided into six sections:Section I: This paper's introduction analyzes and describes the current situation and characteristics of the Chinese household appliance retail trade, and sets forth the functions and significations of brand strategy for the household appliance retail company. It also defines the purposes and methods of this paper's research.Section II: By studying the history of brand development of the global first Bestbuy and Taiwan first Eupa and their strategies and achievements for the Chinese mainland market, the paper discusses the factors that shall be taken into account for brand strategy of the household appliance retail chain company from two opposite aspects.Section III: By analyzing the history and current situation of brand development of the Chinese major household appliance retail companies on behalf of Gome, Suning, Yongle, Five-Star Appliance, this paper outlines the external environment of Five-Star Appliance to carry out the brand strategy.Section IV: The execution of brand strategy requires the company foundation and realistic demand. By analyzing the feasibility and key factors of its execution of Five-Star Appliance, this paper analyzes and establishes the brand core value that shall be and is likely to be reinforced by Five-Star Appliance. The forming of the core value will direct the development direction and execution stresses of Five-Star Appliance's brand strategy.Section V: Based on the establishment of Five-Star Appliance's brand core value, with the integrated marketing as the guideline of brand communication, combining the Chinese characteristics of integrated marketing, this paper suggests the program to execute the integrated marketing and assesses the effectiveness of the program for Five-Star Appliance.Section VI: On the grounds of experiential marketing, co-branding and brand extension theories, considering the actual conditions of Five-Star Appliance'brand, this paper analyzes the brand value added strategy and risks and requirements of Five-Star Appliance with the core of brand assets, and brings forward the relevant measures and opinions of the specific value added program.