Shenzhen J Air Conditioner Brands In A Dynamic Positioning System

With the high-speed development of globe economy and trade increase amony countries, the business environment of modern enterprise takes great change, competition has been changed from price, capital and human resources to brand and image. Under such austere situation, for those enterprises who want to pursue further development, proper brand strategy becomes very important, especially in brand position. For this reason, brand position becomes a hot topic for many foreign researchers. This paper discuss such question from academic and practical sides, too.First, author takes product character, brand character and consumer character as variables, then build dynamic theory to analyze brand position in different developing period. The analysis find, during brand introducing period, brand image gradually step out of the specific produces and products character and position let enterprise complete market - occupy. In addition, this paper analyzes threshold effect and ackownledgment effect.This paper selects brand J from air-condotioner enterpries to carry out research. It analyzes this brand and poits out problems exiseing in brand J according to competitors' situation problems including consumer acknowledgement degree, brand image and brand position. The paper use GE model etc to analyze there problems systematically. Finaly it raises proper solution such as building distinct core brand value, breaking advantageous threshold and modifying disadvantageous threshold and so on .