China Rubber Machinery Enterprise Brand Communication Strategy Analysis Based On The Resource Marketing Theory

With the development and perfection of Chinese market economy, in the periodof information explosion, the speed of products renewal is much quickly than before.People have made great progress in science and technology, the life cycle of productcontinuously shortens, consumers have already can’t depend on their own simpleproduct knowledge and unprofessional evaluation eye to choose products. Only thebrand is the magic weapon for keeping enterprise’s competitiveness and vitality.China’s industrial enterprise, since the1950s, in the process of development of morethan60years, China has become a big manufacturing country. Since long time ago,the price competition has been as a tool for China enterprise to attract other markets,China enterprise, especially industrial enterprises tend to ignore the brand effect, butto simple pursue the product quality and the technology level. In the process ofindustrial products marketing, for a long time, the existence of" gray marketing"severely weakened the role of brand in the marketing process of industrial goods.Along with the change of the world economic situation, especially under thebackground of the world’s industrial center of gravity to Asian, African and LatinAmerica countries, our countries’ enterprises began to face the treat from internationalcompetition to domestic competition, At last, the simple price competition becomes aself-injury means, which already can not adapt to the competitive environment ofdomestic strife and foreign aggression. How to change a big manufacturing countryinto a strong brand country must be thought by all business operators. Only theChinese industrial enterprise enters to the brand age, which just really means that thearrival of the era of Chinese brand.Rubber machinery is as an important part of industrial products industry, whichoccupies an important position in the country’s economic structure. the rubbermachinery mainly refers to the machinery that produce various rubber tires, includingthree categories, general rubber machinery, tire machinery and other rubber productsmachinery. In recent years, as the development of Chinese rubber machineryenterprise, and foreign rubber machinery giants, such as the world32Fortune---JapanKobe Steel, Netherlands VMI system, Taiwan Jing Yuan and Dong Yu Hydrauliclanded in China in succession, China has been the fastest growing region in the worldrubber machinery. On one hand, China rubber machinery industry faces the situationof increasing number of enterprises and the continuous expansion of the scale of theenterprise. On the other hand, just like other industrial enterprise, in the marketingprocess, because of the existence of irregular marketing (mainly the gray marketing),China’s rubber machinery are not perfect for a long time in the market marketing andcreating the brand aspects. Although most of the enterprises themselves have alreadypaid attention to the brand construction from the thought, in the process of practice,they lack of methods and experience of the brand construction and communication and there are still part of the rubber machinery enterprise just like the other industrialenterprises, which do not pay attention to brand and marketing. The product sales stillrely on the traditional methods.This paper is divided into seven parts,the first part of the introduction, this papermainly discusses the background of writing, writing purpose and meaning:etc. Theenterprise can achieve the maximum of enterprise resource through using andintegrating enterprise internal and external resources. Launching the process ofmarketing and the enterprise marketing is also the process for branding spread andbuilding brand. At present, resource marketing theory accords with rubber machineryindustry that could not invest a lot of money on the present situation of the brandcommunication. And at the same time, resource marketing theory stresses theresources scheduling and use in the Realistic Society. And it emphasizes theimportant role of modern information technology in the enterprise brand spread andcreating the brand. What’s more, it has an important instructional significance of theconstruction of enterprise brand.