Research On The Brand Management Of Small Household Appliance Enterprise

Small and medium businesses as an important component of national economy are developing rapidly in the environment of market economy. However, the development of small and middle-size enterprises is hindered in many aspects,the primary one is the lacking of the concept of brand management.Currently, the vast majority of small and medium businesses of small appliances market have great potential. However, because of the small sizes of these enterprises, inevitably comes with some the constraints. As market competition intensifies, strengthen the management of the brand is a general trend. This essay is focusing on the market environment of small-medium appliances and problems in brand management of the businesses, applying the theory and application of brand management and using Jiuyang Company as a case to study and analyze the market environment and the problems in brand management, such as the post-sale public relation of branding, the lack of culture propaganda in branding and the poor solution to branding crisis. Moreover, this essay also combines the development strategy and the related theories, putting forward the argument that brand positioning of Jiuyang should based on market environment and the situations of the products. The brand concept should focus on theme and culture of itself. The short-term goal of branding should make Jiuyang becoming the most fashionable and health-oriented brand. The long-term goal of branding should make Jiuyang becoming world-renowned brand. The conclusion of this essay is that in construction and maintenance of brand strategy, enterprises should closely follow the guidance of the market and adjust the marketing strategies accrording to changes of it, using innovative spirit as a powerful problem-solving mechanism, focusing on increasing the influence and recognition of the brand, cultivating brand awareness in the potential customer-base, while in the process of brand promotion, make sure to be more aware of brand protection, building more diversified and professional sales channels, establishing public relations systems and providing guidance and support for the management of business.