Research On Brands Strategy Of Shell Porcelain

China is known as " the country of China " in the world. Chinese porcelain enjoys good reputation in the international market for quite a long time. But today, in the international household porcelain market, the historical prosperity of Chinese porcelain is no longer to be easily repeated. There are few China porcelain brands in the world. The absence of band operation is one of the critical bottlenecks on its growth. How to plan the brand is one of the huge problems faced by China porcelain enterprise. Based on shell porcelain, its brand strategy from theory to application is studied in exploratory manner. It is hopeful that such study may serve as reference for the branch establishment of household porcelain in China.Firstly this article briefly presents the status quo of household porcelain industry in China. There is severe structural contradiction in household porcelain industry in China, that is high output with low value and weak in branch awareness. As new type of ceramic for China household porcelain-shell porcelain, the plight faced by China household porcelain in the international market comes with opportunities and challenges. The case in question for the article is Shandong Haici Group. The enterprise brand of shell porcelain is explored by means of brand planning theory, and its shell porcelain brand building in terms of branch positioning, brand culture, brand personality and brand spread is fully diagnosed. The conclusion of the research is that its brand construction is still to be further perfected, it enjoys certain popularity and reputation through10-plus years of brand construction though.Last but not least, in line with the result of shell porcelain brand diagnosis, with reference to celebrated porcelain brand strategy home and abroad, detailed brand strategy and program is presented in terms of brand positioning, brand image and brand spread via incorporating the concerned theory.