A Study On Brand Development Of "Shineway"

Shineway group was developed from a small meat processing factory of planned economy. This kind of factory was everywhere in China in 1980's. By the end of 1984, the factory was in the condition of bankrupting. That year, the factory began to reform and turned into market economy steering. In the year of 1992, the first cured ham of Shineway was produced and the brand of shineway come in to being. In 2004, the sale income of Shineway group was up to 16 billions chinese yuan, and in the evaluation of "the most valuable brand in China of the year 2005", the brand value is up to 10.636 billions chinese yuan and is the fourteenth in all the brand. In the furthermore , it is the one of the most controlling brand in the trade. Why Shineway can make so great feat in twenty years? Which questions Shineway are facing up to now? How Shineway should face their success and failure and what lessons other companies can draw from? These are object of my research。In the research I used second data analysing and depth interview . The research states that the sucess of Shineway is due to related diversification stratagies, distirbution channel stratagies, price stratagies, positioning stratagies, product stratagies, brand extension stratagies and so on. The author think the most sucessful factors of Shineway are distisbution channel building and related diversification. At the same time, the author think, communication and brand maketing stratagies are Shineway's shortcoming and limit the development of Shineway group in some way.