Changzhou Pratt & Lighting Co., Ltd. Brand Strategy Research

The rapid development of energy saving lamps enterprises over the past ten years has made China the largest producer and exporting country in the world. According to statistics of China lighting and electrical association, by the end of 2006, there are more than 5000 manufacturers for energy saving lamps in China. The annual output of ESL has been up to 2 billion, almost 90% of the world production, 70% be exported to the whole world. China can be said the well-deserved production base of energy saving lamps all over the world and world people enjoy the cheap price and good quality brought by "made-in-china". Especially since 1996,China's energy saving lamps output ,gross output value, export volume and export value have been the first position in the world, but china has only remained in the stage of "manufacturers",lacking of own-brand, still in the "weak brand" status. Even Zhejiang Yankon Group Co.,LTD with annual capacity of over 100 million, in its contribution to output, over half of the proceeds from OEM business. OEM is in the lower-end of value chain in the production mode. Due to the lack of independent brands, the majority of energy saving lamps enterprises can only earn low profits by OEM business, most of profits be earned by overseas brokers. Against such background, how to implement brand strategy to enhance competitiveness of energy saving lamps enterprises in the international market has become a realistic and inevitable choice.Based on the study of Changzhou Puhui Lighting company Ltd., firstly, the thesis reviews brand concept and strategic theory of brand, and then through PEST analysis, SWOT analysis, Competitive Strength Analysis five and industry competitive analysis, expatiates the necessity of implementing brand strategy, finally, the thesis elaborates brand strategy implementation in three fields. Combining relevant marketing management and strategic management theory, the thesis applies case analysis method to study the necessity of brand strategy and implementing model in depth, verifies that brand strategy has realistic significance for company's long-term development.