Sbg Group's Brand Strategy Research

The thesis utilizes the theory and methed of modern brademark integration marketing, analyzing the present anditions of brademark, brademark strategy, brademark military tactics and the existing brademark problem of Yingqiao Group from 1999 to 2003.The thesis looks back to the development of brademark integration marketing theory in the one hundred years, analysing many brademark theory of brademark integration marketing, such as the concept of brademark, the brademark assets and brademark management, and five strategies of brademark.On the above basis, the thesis expounds the development of brademark marketing of Yingqiao Group in recent three years.Firstly, the thesis explores the present conditions of brademark of Yingqiao Group in 2000 and puts forward total design of brademark tactics of Yingqiao Group and some suggestions, such as brademark image sculpture, brademark image spread and'the expand of brademark. Secondly, the thesis introduces the marketing consequence of brademark tactics. Lastly, the thesis analyzes the present problems of YingqiaoGroup and puts forward the ways of soluing the problem.The thesis brings forth news ideas: (1)the thesis puts forward two sorts brademark tactics: powdered milk and liquid milk. (2)the thesis believes the group should use product line to expard product brademark in the market's need; (3)the brademark promotion of "Qinyong powdered milk" ; (4)the strong spread of brademark of "Qingyong powdered milk" ; (5) the analysis of the danger of "Qingyong powdered milk" brademark.