Research And Thinking About The Brand Strategy Of Dragon Company

In 2007, the annual output of power tools breaks 250,000,000 sets, which supports the 80% demand of the whole word. However we should awake to the fact that China is only a big country with large quantity of power tools output and export, not a powerful country. We simply accumulated a processing capacity in the last few years. Lacking of innovation and brand awareness causes Chinese enterprises lacking prices setting power on international market. In the world financial crisis of 2008, lots of Chinese electric tool manufacturers suffer a great loss, some of them even bankrupt, for their output-oriented strategy and "low price and low profit" policy. As it is known to all, the most profitable parts of a industry chain are R&D and marketing. Under the policy guidances and time trends of strengthening independent innovation and upgrading industry train, the Chinese manufacturing enterprises must establish R & D and brand awareness, and form the core competitiveness of enterprises to survival on the international markets.This paper uses brand management theories to study the brand strategies of Shanghai Dragon Power Tool Co., Ltd from the perspective of company's histories, brand strategy, corporate culture, production and operation situation to find drawbacks in company's present brand strategies. Based on the research above, this paper also gives some suggestion to solve the problems in the process of implementation of company brand strategies , which will be valuable to both Dragon corporation and others manufacturing enterprises in china.