The Research Of Chic's Brand Postitioning

CHIC Group is a large-scale OEM manufacturing enterprises focus on fruit planting, gathering, processing and trading. The main product of CHIC Group is the NFPT canned fruit. As the financial crisis in 2008, there was a sharp reduction in orders from overseas. CHIC Group made a decision of"Back to China". It is a plan of self-bands building and Chinese market promotion.The article expatiates CHIC's strategic goal setting, principal of developing orientation and strategic programming. And it introduces the whole process of the brand orientation, marketing strategy and brand building. The strategy adjustment and control theory and SWOT analysis are used to scans the external and internal strategic environments of CHIC. The knowledge of marketing management, Integrating theory and practice are used to adapt to the development of the environment, to achieve the target of brand building. Finally, the article offers the propositions to the future development of the strategy management of CHIC: Brand building is very necessary for the company's development.