Kelon Brand Diagnosis And Analysis

The thesis takes Kelon Group as the background (the enterprise full title is: The Guangdong Kelon Electric Appliance Limited Liability Company, called in this thesis as Kelon), Kelon brand as the research object, and Kelon brand the insufficiency in cultivating in the recent years as the main research content.Above topic is elected, which is mainly based on these reasons: Firstly, I once have served in this enterprise, is more familiar to the enterprise situation, so can easily get the material which thesis needed through the correlation channel; Secondly, Kelon Group has many uncommon experience in recent years: The market achievement continues to glide down, as well as predecessor Chairman, Gu Chujun's (in office from the end of 2002 to June, 2005) significant economic crimes, and so on, all these have caused Kelon brand to receive the enormous injury from the different aspect and degree; Thirdly, from''the Chinese most valuable brands"every year can also find Kelon pessimistic brand situation: Kelon branch before 2001 is located in the first ten of brand list, but now has not enter this''the brand honor list''from 2002. Therefore, to summarize Kelon brand unsuccessful cultivation all kinds of factors, and suitably promote them to the theory altitude, to get''learns from anothers' mistakes''function to other enterprises, will have much practical significance, and this is also the key request aspect of MBA thesis.The writing of thesis mainly takes Kelon brand as unsuccessful cultivation case in the Chinese market, then tries to analyze unsuccessful reasons, and summarizes experience and lesson. The basical writing mentality and logical organization is: The first part is mainly the macroscopic analysis, including our country brand development history (course), the present situation and main questions, as well as the development strategy, and so on; The second part is mainly based on Kelon brand present situation understanding, as well as the main competitors'analysis, and then we give the comprehensive analysis to Kelon brand by the SWOT method, the insufficiency and question of which is still the key; The third part is founded on the present situation analysis, summarizing the conclusions with the model and reference significance to other enterprises.The main parts will separately elaborate Kelon brand from the below sides:Brand LocalizationBrand localization is to cause all products brand to seize an advantageous position in customers'mental center or to obtain the position which can not be substituted. It is the continuing to subdivide the market and choice goal marketing campaign. Therefore, brand localization is also the mental war among the enterprises. It is an important attribute to inspect whether the brand has the distinct individuality characteristic or not, which is the brand dissemination foundation, and decides the brand development direction. We will analyze Kelon brand localization to look whether it is accurate and effective or not.Brand Core Value MoldingThe brand core value is the soul of entire brand, which lets the consumer be convenient, be clear, clearly distinguishing the benefit and individuality of the brand, and let them approve, affect, purchase, associate, praise, etc. This part is analyzed from the brand function physics benefit, emotion benefit, cultural benefit, psychological value, and social benefit which can be experienced from the consumer for Kelon brand.Brand and Marketing The relation between them is complement each other: on the one hand, the brand has the formidable competition strength, which is advantageous to marketing work; On the other hand, enterprise's marketing can strengthen brand well-known, enhancing the brand's market share, enhancing the brand competitive ability in the marketing. Therefore, the brand cannot leave the marketing, and it must depend on the marketing to portray the brand image, enhancing the brand well-known and reputation. This part is one of the thesis'key parts. We will analyze Kelon brand from"4P"angle, namely product, price, place and promotion, and so on.Brand and Public RelationThe modern enterprise's effective movement cannot leave the good public relation, and the brand development cannot leave the public relation. Because the brand development must deal with all kinds of relations with consumers, the brand can the attract consumers, obtain consumers'favorable impression, and can enhance the brand well-known. Furthermore, the brand development must pay great attention to the social efficiency, which also needs good public relation. We will analyze Kelon company public relation and crisis event settling to inspect how these factors to influence Kelon brand.