Research On The Operation Model Of "New Fly" Small Appliance Brand

The influence of all kinds of enterprises are faced with fierce competition with the further development of economic globalization and market environment, the recent slowdown of the speed of the economic growth, the industrial structure adjustment and labor costs rise, and many other adverse factors. The small home appliance industry is no exception.Small home appliance product homogeneity and the change of consumers’ concept, makes the brand operating a small home appliance enterprise can long-term development important farmar. Henan Xinfei investment co., LTD. Small home appliance branch(hereinafter referred to as “small home appliance company”) has just established recently,lacking of brand operation management way of thinking of system. Therefore, how to use the “xinfei”brand well, to protect the brand, and in the fierce market competition to keep developing brand of sustainable development, is a very realistic and theoretical significance. In this paper, the research on xinfei small home appliance brand in the future the actual operation is put forward the operation mode of the reference model. At the same time, this article research conclusion of similar state-owned property to try small home appliance industry of home appliance enterprises to provide a certain reference value.In the process of writing papers using a variety of different research methods. First adopted the method of surveying the enterprise internal information, staff interview methods, acquired a lot of data and data; Then use the combination of qualitative and quantitative methods, and the Michael Porter’s five forces model, SWOT analysis tools to do the systematic analysis of the brand operation status of developing small home appliance company; Finally designed a set of suitable for developing small home appliance brand operation mode for the company development, under the guidance of relevant brand operation theories, the method of integrating theory with practice, the theory of brand operation combined with actual situation of xinfei small home appliance company.This article first from the relevant concepts of brand operation, interpreted the concept of brand operation. Through the analysis of the small home appliance industry and the analysis of the internal environment of the company, and puts forward the problems existing in the brand operation of the small home appliance company; Second under the related theories of enterprise brand operation mode,according to the actual situation of the small home appliance company, designed the mode of xinfei small home appliance brand operation and the organizational structure of small home appliance company. And proposed the concrete implement scheme of brand operation mode, as well as the brand operating performance management related evaluation system is established.