A Study On Brand Management And Marketing Strategy For Aigo

As a rising star in the digital industry, Aigo has exceeded a number of international firms and become the first number in the national brands. While what’more, Aigo has also been shocked by some famous international brands and some unknown domestic brands, such as Apple, Samsung and Sony. So how to gain more market share through the current resources is the pressing issue for Aigo.Based on overviews of former researches about brand and marketing strategy, this study introduced the developing process and the present situation of brand management about Aigo. And then, we put forward some suggestions to improve the current level.Therefore, we have put forward the follow suggestions to settle the issues of slowly sales growth and un-advanced management system.Firstly we need to make rectifications in product strategy, such as cut the item modes full of our eyes and only remain the most matures product lines of move hard disk, flash disk and digital recording pen. We do not accept the sea tactic and insist on that "few is excellence". We should put our limited resources on few superior products. For example, we have set up an industry standard on recording pen and move hard disk markets, in order to make the national boutique.Secondly we need to do intensive operation in E-business and commercial market. In order to meet the consumers’ever-changing habits, we need to build mixed network marketing channels including B2B, B2C and C2C. In other ways, we also need to refine the industry solutions and provide the tailor-made product to make Aigo become stronger in E-business and commercial market. Of course, we need to focus on the second, third and fourth, sixth markets in China, in order to avoid over competition against international brand in the first-level market. In this way, we could occupy the market share quickly before those international brand develop the fourth, sixth markets. What’s more, we could also carry out the prototype policy, increase the amount of product shop, and improve the exposure rate to improve the sales achievement.Finally we should seek cooperation on technology and capital positively. For example, Aigo could provide its brand to some firms rich in technology and capital, like FOXCONN and HTC, in order to make up for our weakness. What’s more, we also need to bring in the international talent and professional managers, push the internal reform on Aigo’s management system, and break down the management type of centralization and paternalistic leadership in order to average up Aigo’s management level.