Yongan Forestry (group) Co., Ltd. Brand Marketing Strategy Research

With the globalization of economy and the development of technology, the phenomenon ofhomogeneity in floor products has become more and more obviously at home. Meanwhilebecause of the standardization of market and the restriction for cutting forest resources, the rawmaterial supply will fall short of demand. This will made the wooden floor cost graduallyincrease. The competition in wooden floor market will expand to many fields such as the rawmaterial supply, the production scale, the brand construction, distribution and the conformitymarketing.The Yongan forestry company operated on the stock market deals mainly in forestmanagement and the wooden floor. Under the circumstance of restriction for cutting forestresources and intense competition in wooden floor market, how to adapt to the changeableenvironment by carrying out scientific and reasonable brand marketing strategy to guarantee thesustaining and steady development for the company is becoming a crucial question needed to besolved. Therefore, the author gives Yongan Forestry company some advise to establish thebrand marketing strategy and implementing tactics, through analyzing the domestic market andcompetitors, combined with the company own characters and the advantages and disadvantages.This paper is divided into four parts.The first chapter is introduction. It mainly describes the course of development, operatingstatus and the strategic objectives of the company. Meanwhile it concludes that apply theinnovative brand marketing strategy is the inevitable choice according to analyzing marketingactivities in two of brands ("Yong-lin" and "Yong Lin Lampo").The second chapter is about the analysis of the external market environment. It includes thedevelopment level of the domestic wooden floor industry, the market situation and developmentenvironment, development trends and problems. The analysis lays the groundwork for StrategicStudies of Yongan Forestry brand marketing.The third chapter focuses on the analysis for the main competitors. It pays more attention tomain opponents, such as Eikon manufacture group, Fillinger, and analyzes the size ofenterprises, products and marketing methods.The fourth chapter involves in Yongan Forestry brand marketing strategy and implementationplan. Through getting deep into studying Yongan Forestry brand marketing philosophy, itintroduces some key concepts in brand marketing strategy, like the brand positioning, brandculture establishment, and finds out the problems encountered Yong-lin Lampo floor in theprocess of marketing and puts forward the corresponding optimization strategy and brandmanagement operation.The paper based on summary of the operating status, development goals, major brandmarketing strategies and combined of the analysis for domestic wooden floor market andcompetitor, used brand management, marketing and other theories and methods, discusses thetheories, methods and detailed content to establish the brand marketing strategy and gets somevaluable conclusions.