Brand Strategy Of Delta Automation

Since the reform and opening up, the management theory of developed western countries swept through China, the theory of brand strategy is gradually accepted and widely used by Chinese enterprises. The local Chinese brand strategic thinking was generated which combined with native conditions and western theory. Cultivate a number of well-known brands through practice. Overall, the western brand strategy theory and local brand management thinking are basically for the mass consumer market, research on industrial brand strategy theory is very rare. Coincides with Delta promotes its own brand, the paper takes Delta Automation as a sample, and analyzes the company's brand strategy formulation and implementation. It has a certain reference for industrial products, in particular, is engaged in components, systems integration and solution business.The paper is divided into six parts. Chapter1, Introduction, introduces the research background of this article, significance, research content. Focuses on the selection and implementation of brand strategy for industrial automation. Chapter2, inroduces the concept of Brand, the properties of industrial products and analyzes of major contemporary brand strategy theory. Adaptability analysis of the theory of brand strategy from the industrial point of view. The difference of the brand elements between the industrial products and consumer goods are the products and services. Brand recognition during industrial brand equity formation process is key point for building brand loyalty, the key to determine the level of the industrial brand value is same as consumer brand, that is the difference of cognition. The continuous innovation of products and services is very important for brand equity enduring and value-added. Chapter3, introduces Delta Electronics Group and Delta Automation business unit. Chapter4, takes Delta automation as a sample, by analyzing Delta Automation through the company's external macroeconomic environment, industry, market competition and the internal situation, and using the SWOT analysis method to draw the direction of the strategic choice. Chapter5, making use of brand building theory based on customer value&based on continuous innovation, introduces Delta Automation should be to choose a single brand strategy and the implementation programs of strategy. Chapter6, assessment of the strategic objectives of Delta Automation: the first brand of Chinese automation. Points out the feasibility of this goal by analyzing the stage of development of the Delta Automation, problems currently facing, especially the problem of breaking the traditional business model. This will achieve a significant impact to Delta Automation brand strategy. And points out that the integration of organizational structure, internal business process optimization, efficiency, can have a positive brand influence on the target customers.