Analysis Instrument Second-tier Brand Marketing Strategy Study

Because of the more and more furious market environment, scienceand technology have developed greatly, at the same time, customers'awareness become stronger. As a result, the enterprises are faced with aprofound change of market environment, and there are less and lessdifferences among the products of different enterprises. The quality ofthe same kind of products is similar with each other, so customers tendto identify products by the brands. With the disadvantages of brand andprice, the secondary brand of analysis instrument is inferior to the valueand effectiveness of the first brand and the price of the tertiary brand.This is the reason why the second brand of analysis instrumentis in adifficult and passive position. This essay firstly describes the generalmarketing strategies of the secondary analysis instrument brand andanalysis the common situation, customers' behaviors and current marketcondition. Then, according to the"5 powers" competitive model ofMicheal.E.Porter, from macro-economics to microeconomic, analyzingthe inner and outer competition of the secondary analysis instrumentbrand in an all round way. On the basis of SWOT, I analyzecomprehensively the advantages and disadvantages of the secondaryanalysis instrument brand. Under the frame of the integrated marketingtheoretical and from costumer, cost, convenience, communication, buzzand crisis management of marketing, I studied and analyzed themarketing strategies of the secondary analysis instrument brand in detail.At the end of the essay, I proved the theory by the marketing strategies of SSI—a successful company in China. In conclusion, all though thereare outer threaten and inner disadvantages of the secondary analysisinstrument brand, there are still a potential opportunity for itsdevelopment. In order to catch up with the first brand and becomesuperior to the tertiary brand, there are some preconditions forenterprises to walk out of the difficult marketing conditions, that is tochange the concept of enterprises, integrate resources effectively,strengthen marketing management, avoid outer threaten reasonably,make the better use of its advantages, and to seize the developingopportunities.