Research On HX Company Brand Marketing

Nowadays, healthy textile has become a trend in both production area as well as among consumers. Products made of flax, kendyr, ramee, colored natural cotton are equipped with healthy functions such as far IR, germproof, uvioresistant, radiation protection, perspiring or sweet fragrance. The above new high technological products have become added value products in textile industry and therefore have caused severe competition. Meanwhile, in marketing, more and more consumers prefer products from named brands, so establishing brands has become the key to expanding and dominating the market. HX Company is a large-scale private enterprise which has recently developed a new natural germ-proof fiber—Hismer (Chitosan fiber).Materials and ready-made clothing are promising in marketing. However, just because of the company’s low notability, the products are less competitive. Therefore, carrying out branding marketing strategy is of great significance to HX Company in promoting its competitive ability.This essay begins with branding marketing strategy, combined with methods of Documental Study, Logical reasoning and Scientific induction. After thorough investigation and analysis of the present situation of HX company’s branding marketing strategy, the essay has designed tailored as well as practical branding marketing strategy for HX, which is the highlight of the essay.For the six chapters of the essay, the first chapter introduces the background of the research and its significance, research methods, innovation points, train of thoughts as well the framework.The second chapter deals with the relevant knowledge of branding marketing strategy and the third chapter focuses on the present situation of HX company’s branding marketing strategy and its existing problems. The four chapter mainly touches upon a series branding marketing strategies including branding positioning, branding spreading, branding development, branding defending and branding operation, aiming to developing the model of HX’s branding marketing strategy. The fifth chapter has worked out a series of practical plans aimed at promoting the competitive ability of the products through advancing the brand’s popularity and reputation. And the last chapter serves as a conclusion and the outlook of the future.