Research On A Company Mid-Tier Valve Brand Strategy

As the key one year into the12th Five Year Plan China, Twelfth Five Year Plan on realizing the energy-saving emission reduction is more and more urgent. Chinese economy these years into the high-speed development stage, the demand for energy has increased significantly, China’s energy structure is still focused on the traditional coal, new energy has just started, the energy-saving emission reduction requirements in addition to adjust the energy structure also needs large heavy industrial enterprises to use high quality energy saving equipment, including the use of the huge volume of electromagnetic valve is one of them. Although the market prospects are very optimistic, but the valve industry and other industries are also facing the fierce competition. In order to expand the size of the market, and also to be able and more competitors, must further subdivide the market, which involves several aspects of the problem, which is one of the problems of brand positioning.Because of the A company as an international enterprise, into the China market in the ninety’s of last century, has been in the high-end market occupy a considerable share, how to create a new brand is one of the A company encountered in the production and operation activities of the important strategic decision. Therefore, how to carry out a new mid-range brand creation, steps and methods of brand building is determined, is the core content of A company to open up the market. This requires that company A should systematically on brand building of comprehensive planning is new, strengthen the brand to expand the market size increase sales for the role of enterprises.Based on the "study" mid-range valve brand strategy of A company as the research focus, to create the A companies in the end brand carries on the elaboration from the angle of the new brand, first classify the theory used in the process of creating the brand, and these theories were analyzed and summarized; then through the analysis of A company’s internal and external environment, the survey scheme of brand positioning and market segments, and from the survey result analysis to sort out the required data; created for A company in the data base has detailed in the end valve brand strategy proposed to create a complete brand; finally, create make a summary to the brand, and concluded that brand building is a a cyclic process, not a brand program will be completed, must constantly be altered according to the change of the market and the needs of users.