Footwear Brand Marketing Strategy Research

As the market competition is becoming more and more fierce in shoe-making industry in China, some of the shoe-making enterprises choose to adopt a multi-brand marketing strategy as a means to deal with market competition. Multi-brand marketing strategy is used on the same kind of product, based on the use of different market position by two or more of a brand marketing strategy. It is of great realistic significance for the research on how to implement multi-brand strategy for the shoe-making enterprises. In this paper, we will have a in-depth case study to Aokang Group,the second-largest shoe-making enterprises in China, for its multi-brand marketing strategy, and its the practical operation.The first chapter introduces the concept of brand, multi-brand marketing strategies, risks and the implementation of the requirements.The second chapter will review the history of the development of the Aokang brand, the predicament in the leather shoes industry, and will point out that the multi-brand marketing strategy lies the need.In the third chapter we will pointed out that the multi-brand strategy is feasible for Aokang Group, after the analysis of the external environment and internal conditions and the risk of multi-brand marketing strategy.ChapterⅣ, we introduce the market segments for the choice of target markets and customers, and the company's existing brand positioning were carried out to ensure that products and services meet to the requirements of customers, and pointed out the core information of the existing brands,and introduce the outcome of the multi-brand strategy.ChapterⅤanalyzes the core idea of the operation of the multi-brand for Aokang , pointing out that Aokang is to concentrate financial resources to do a good job in corporate brand ,then the corporate brand give all forms of endorsement on the product brand and point out that Aokang do a lot to enhance the corparate brand, such as the form of Olympic sponsorship, marketing, public welfare, soft advertising strategies. Finally,we will point out some of the basic measures to solve the problem in the practical operation of multi-brand, and some problem should be pay attention to.In this paper, that the multi-brand marketing strategy is to expand the development of Aokang in the process of effective strategies, Aokang's brand value has been improved significantly. Aokang implementation of the multi-brand strategy is also facing a number of risks and difficulties, such as cost. The author believe that the Aokang multi-brand marketing strategy and its implementation of a number of specific skills will benefical for other private enterprises...