Research On The Brand Strategy In Physical Fitness Equipment Of Orient Corporation

Beijing Olympic Games has inspired the enthusiasm of the people's Physical exercise,which providing a good opportunity for the fitness equipment industry in China. However, increased competition and the serious phenomenon of product homogeneity has constrained the rapid development of China's fitness equipment business. In this case, the fitness equipment business should focus on brand building, because the brand means the value, status, quality, commitment, and many more high value-added inarticulate. Only by setting up the brand as the core competitiveness, the enterprise cloud be the winner in the fierce price war and even more own capital for competition.When physical fitness equipment enterprises in China pay attention brand construction, Orient physical fitness equipment Cooperator in this dissertation, as a famous physical fitness equipment supplier, is implementing a new brand strategy. This dissertation is based on this case and provides us a comprehensive andsystematic analysis on the strategic management of physical fitness equipment of Orient CorporationBased upon the guidance of contemporary brand strategy theories and its interrelated ones, this thesis starts with analyzing the correlative situation around Orient Corporation, probes deeply into opportunities and challenges that Orient physical fitness equipment Corporation has confronted. And through combining the advantages and disadvantages of Orient Corporation, we work out the physical fitness equipment brand strategy of Orient Corporation by Brand Strategy Application Model, which is consisted by three parts. Firstly, we try to extract and purify core value of the brand and map out the brand recognition device, which is in order to stand out its difference and individuality. Secondly, we selected the targeted market through market segmentation and assured the middle and high grade position of the brand of Orient, which realized the transformation of the core value from "abstract idea" to "consumer recognition". Thirdly, we re-programmed the structure of Orient brand and consummated and deepened the individuality and connotation of the Orient brand though main and supplementary brand structure mode. Simultaneously, in analyzing the problems occurring in the process of implementation, we highlight the strengthening the competition ability of the products, technique innovation, intimate cooperation with media as "three toehold" for giving shape to brand strategy. Finally, we study how to control the risks in realizing the brand strategy of Orient.I hoped that the conclusion got from this dissertation could not only provide guidance for Orient to realize their brand strategy both in theory and in practice, but also give valuable suggestions for brand establishment of Chinese physical fitness equipment industry.