Germany Kenuo Sen Brand Strategy In The Chinese Mainland Market Research

This article is based on the Brand Strategy of Modern Enterprise Theory, through field survey, combine the Brand Strategy theory with Marketing 4P's theory, mainly study the product, the channel, the price and the promotion project, and try to bring an operation scheme of brand strategy.First of all, this article aim at the industry of Laminate Floor, definitely put forward that the Laminate Floor will be the mainstream of the Floor Industry. Second, the article analyzed the current status and the advantage domain of Krono, found the fatal problem and the advantage in the market channel. Then, based on the 4P's theory, combined the Brand Strategy, designed the product, the price, the channel and the promotion scheme, and set down an operation scheme of brand strategy.This article put forward the theoretics: aiming the current market, accumulate power steadily; building the promotion channel system in first grade; implementing different channel policy in different district. Stand by the enterprise promises, keep promotion channel's stability. The article also emphasized exploiting new product series, washing out older ones quickly, with small quantity but high quality. Enhance the market competition, build up excellent brand and reputation, and maintain the current price system, make more effort and use multi-method neatly to prompt the sale of the products, from the point of customers' value view, tamp the enterprise brand steadfastly, the we can walk out the morass of company brand and promotion.