Research On Broad Air Conditioning Co.,LTD Broad Marketing Strategy

With the deepening of reform and opening up and market economy of booming development, the central air-conditioning industry competition has evolved into the competition between brands. How to gain a foothold in the fierce market competition, expand market share, enhance the brand strength? It becomes the most important problem urgently to be solved in Broad Air-conditioning co., LTD.,In this paper, at first the brand marketing related theory were summarized, for Broad Air-conditioning co., LTD., brand marketing strategy planning done theoretical basis. The Broad Air-conditioning co., LTD., brand marketing environment is analyzed. It points out that the Broad Air-conditioning co., LTD. In the brand marketing has advantages and disadvantages. It analyzes the external macro environment of the industry, and the effect of central air conditioning industry brand competition in the present situation, it is concluded that The Broad Air-conditioning co., LTD., should make full use of their own advantages to grasp market opportunities.Broad company mainly focused on the advantages of product quality and unique enterprise culture, disadvantage is mainly embodied in the target customer positioning not clear channel is not sound can not spread to marketing board in this paper. Combined with internal conditions and external environment analysis, from the brand positioning, spread, management form and maintain four aspects set targeted for big company brand marketing strategy.Broad Air-conditioning’s brand marketing specific implementation measures, mainly starts from the enterprise core competitive power of enterprise culture and brand awareness. The core competitive force of the enterprise and brand is complementary relationship, in brand marketing, we should be the core competition of enterprises into the brand competitiveness. Enterprise culture is the core content of brand culture, it through the brand vision will be extended to the enterprise operation of all-round, internally to enhance the enterprise’s cohesive force, foreign enhanced the competitiveness of enterprises, and will continue to put them into assets. In addition, brand marketing cannot leave the enterprise the efforts of all staff. Employees’cultural level, technical level, professional degree, the understanding of corporate culture and the consciousness of the execution of the strategy will determine the brand marketing communication effect of enterprise. It is the most direct and the most widely that employee performance becomes the carrier of brand marketing.This study aims to in the central air conditioning industry’s healthy development and Broad Air-conditioning co., LTD., brand marketing to have the certain reference value and significance.