Research On Brand Strategy Of Bg Timber Apron

YH Decorative Materials Co. Ltd. specializes in producing all kinds of new decorative material, the main products of the company include BG laminate flooring, decorative veneers, wall panels, ceiling, striped panels, door panels etc. The BG product now has sales network throughout China, is recognized as a national brand. BG's excellent quality is recognized by the international distributors. Now the BG timber apron has been exported to Europe, the United States, Australia, Africa, South America, Southeast Asia, Japan, Korea, Hong Kong, the Middle East, Russia and many other countries and regions. January 2008, GXBG Technology Co. Ltd holds 75% equity and becomes the YH Company's controlling shareholder.BG laminate flooring is famousbrand products in Guangdong Province and also the state Exemption Product. The V-type structure of BG laminate flooring obtains the national patent. BG is a famous brand in Guangdong province and in 2009 was recognized as well-known trademarks in China. Before and after 2007, because of the former shareholders failed to seize the developing opportunity such as the additional investment, introduction of new product lines, updating equipment, make the other enterprises take the leading role in the production cost and marketing initiative. In terms of the influence of BG brand, it slowly becomes a regional brand. After the financial crisis, GXBG companies hope to implement the brand strategy to expand market share.The mainly research object is the brand strategy of BG timber apron. Chapter I introduces the research background, significance, and the theory of brand and brand strategy are reviewed. Chapter II makes a detailed analysis in the GXBG Technology Co. Ltd, the macroeconomic environment and industry competitive environment and the situation of the enterprise. The third chapter is researching on the implementation of brand strategy of BG Company by SWOT analysis, base on this; choose the BG Company's brand strategy. And according to the analysis of the consumer target market positioning and product positioning, BG drawn timber apron brand positioning on "high-quality wood flooring expert." Chapter IV combines the brand positioning and the actual situation of the company from brand molding, brand promotion, brand extension, brand consolidation, brand protection levels to give the process of brand strategy implementation.