| Under the condition of the market economy, brand is the outcome of market competition and is a kind of important intangible assets. Brand decides the possessed rate of an enterprise' s product and decides the development and the survival of an enterprise. In the market, brand is the sign of quality, the sign of reputation, the sign of market demand and the sign of customer's identification. China has joined World Trade Organization, the enterprise running and trading must comply with the rule of international unification. Now, technical standard rises continuously in the world, such as the substitute of the cold enzyme of air-condition and useless old home appliance, Countries raise the threshold for the export sale of our country with the form of law or stipulation. If domestic air-condition trade has no profit, what do you take to promote the technical level, and how to go to break the technical rampart of export sale?Along with the development of market economy with open enough, air-condition industry has entered brand competitive times. Market competition shows more and more that the age of brand competition is coming. CHIGO AIR-CONDITIONER LTD CO. in the market sales volume has gone up increasingly, on competitive intense market, how to win larger market share to promote the degree of brand prestige is its most important problem faced with now. So we must know fully that brand is in the most important position in the market competition and takes affect. Brand is one of the important tools to possess and maintain market share. Among the 4 layers of a market competition, brand competition is in the highest level: Price competition-quality competition-innovation competition-brand competition. Brand, as the cream of the product, has included all advantages such as technology, quality and the price of product, which affects and controls the consuming of market. Therefore carry out to shape brand is imperative.This paper gives an introduction of the developing history of CHIGO AIR-CONDITIONER LTD CO. and has reviewed the past some years at first. Through the review of the sales figure of CHIGO and the ranking change in air-conditioner companies in the last few years, we can see that CHIGO has behaved very excellently. With the help of PEST model and SWOT model, it analyses the macro environment of air-conditioner Industry and finds out the opportunities and threats for air-conditioner company to develop their business.For the analysis of competitor, it has determined the position of CHIGO in this industry. So we can make clear the good inferior position of its own and how to take the competitive ways. Having put forward the realization, the brand' s competitive strategy has shaped finally.The innovation and the research accomplishment of this paper are in:1.This paper has synthesized the traditional brand shaping strategy and the shape strategy in network economic times, and combines the current economic situation of our country organically and systematically. Now our country faces the interim of economy and the economic management system is faced with greater reform; Our country has just joined WTO and this will accelerated the steps of internationalization. So it makes us shape brand in the specific environment, and makes it more comply with the tendency of the day, and gets much better effect.2.When the author discusses many viewpoints ,she has statedplenty of strong cases to go on elaborate specifically. These cases can make readers deepen the understanding of the shaping for brand and have still strengthened the liveliness of this article.3.This paper does not be confined in pure theoretical analysis, some strategies put forward to having operability. Especially in market, the environment of competition is becoming intense day by day, the brand shaping strategy that adjusted for CHIGO AIR-CONDITIONER LTD CO. has important reference value.4. This paper has mastered the condition of this enterprise and whole industry dynamically and has analysed the major competitor. I... |
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