Sun God Corporation Titan Brand Problems And Countermeasures

Brand is the comprehensive reflection and indication of the competition ability of an enterprise. At the middle of 1980s, with the gradual advancement of reform and opening of and the development of economy, the private enterprises began to show their brilliant talents in the market economy. A large bitch of the private enterprises sprang up in all kinds of fields, and some of them even opened up new trade market and set up their own brands. The TAIYANGSHEN Corporation is the typical one. After twenty years'vicissitude, most of the newly rising enterprises and brands in those years have been drowned in the tide of market economy, while the rest have been struggling. The TAIYANGSHEN Corporation which is used to be splendor is confronted with predicament. At the same time, under the background of integration with the global economy, the prosperous brands in the developed countries enter the market of China in succession. Especially after China's entry into WTO, more foreign companies and brands enter one after another and compete with the local brands in all fields in our country. In the latest competitive circumstances, it is a severe task that every enterprise faces that how should the Chinese enterprises take advantage of their own resources and abilities to study and deal with the rapid changes outside efficiently. Sequentially they can plan the developing direction and strategy of their own brands in order to strive for their sustainable development.Today is the era that the brands lead to success. The enterprises which posses the mind of customers and the efficient channel of brand spread can control the pulse of the brand development. Is it possible that the TAIYANGSHEN Corporation used to take the lead of health products can get rid of the predicament and remodel its splendor? How can the TAIYANGSHEN brand renew itself for its customers? The author have been engaged in marketing for a long time, and especially very interested in the brand management. As former one of the staff in the TAIYANGSHEN Corporation, I think it is necessary to study and discuss the brand development of the corporation.The essay is supposed to study the development of the brand development of the TAIYANGSHEN Corporation to find out the problem during its development and the profound reason that causes the predicament of the corporation, as well as the countermeasure helpful and valid for the TAIYANGSHEN brand development. It is not only beneficial to the management and the rise of the TAIYANGSHEN Corporation at present, also is a reference for the brand management of the other non-state enterprises to some extent.The essay is mainly to study the way to analyze the cases, combining the investigation of the TAIYANGSHEN Corporation and its brand based on my own working practices.There are five parts in my essay. The first part is the Introduction, which is to introduce the object, aim, significance, research method, research logic of the essay, etc. The second part is to state the development course of the TAIYANGSHEN brand and summarize its successful experience. The third part emphasizes the analysis of the current situation of the TAIYANGSHEN brand and the problems it has. The fourth part is to penetrate into the reason that causes the problems. The last part is to advise the TAIYANGSHEN Corporation how to get rid of the current predicament.Through the research of the brand development situation of the TAIYANGSHEN Corporation, we can find out the main problem is that the core value of the brand is equivocal and the brand assets devaluate. As we go into the research of the reason causes the problems of the TAIYANGSHEN brand, we think that there are such reasons as the failure of diversification strategy, the inaccuracy of the brand position, the inappropriateness of the brand extension, the insufficiency of the ability of technical development, the defeat of the introduction of talent men, as well as the old-fashioned distribution. To aim directly at these reasons, we suggest that the corporation should have suitable strategies, clarify the core value of the brand, renew the brand positioning, moderate the brand extension, carry out integrated marketing communications, improve the ability of technical development, speed up the introduction of talent men, and bring forth new ideas about distribution method.