Research On Aucma Household Appliance Brand Strategy

With the further developing of economic globalization, China’s economy is joining into the cycle of the world economy at an unprecedented rate. The global competitive structure has been transformed into brand competition structure. China’s home appliance manufacturers are directly facing to the competition of developed preponderant brand from European and American in the international market. The brand strategy is the only way to strong for home appliances manufacturing enterprises in China. The brand is the intangible and valuable assets of the enterprise, and brand building to enhance the core competitiveness of enterprises in the international market. It is a very important work to strengthen the brand, particularly for the manufacturing enterprises in the field of home appliance. The benefits from the work will be enormous and long-term.In this paper, China’s household electrical appliance enterprises AUCMA as an example, in-depth study of the development of AUCMA brand, through the analysis of AUCMA brand construction mode, construction ways and brand asset management status, and use the method of comparative analysis, example, chart data analysis, pointed out the existing in the brand operation of AUCMA’s problems and reasons, many problems such as:brand internationalization is low, the added value is not high; the lack of brand awareness of cross culture marketing; business development issues, news publicity, marketing network problems; market-oriented R&D mechanisms remains to be perfect; system, mechanism, system construction tasks.Finally, this paper proposes to enhance the brand value as the core brand strategy, put forward the quality from the product itself, service level and strengthen marketing and brand communication, brand accurate market positioning, intensify the promotion of the brand, strengthen the brand maintenance and innovation to proposes some strategies and suggestions to promote AUCMA brand operation. At the same time puts forward to strengthen the brand culture construction, company product technology innovation ability, strengthen the new marketing channels construction, the measures of enhancing the brand strategy to support the management core of leadership.