A Study On The Marketing Strategy Of "Wufuyuan Shi" Cookware

China is the most active in global capital market. With the development of Chinese income levels increase, consumers will be more and more attention to their health.As consumers every day essential commodity, cookware can not be ignored effects on people’s health, so consumer demand for cookware products have increased, functional, cooker convenient, intelligent, health has become an important factor in consumer concern.Chinese cooker industry started from the progressive development in the early 60 century, at present there are many domestic cooker brands, but because of the limitation of material and manufacturing process, domestic cooker brand mainly occupied in the low-end market, while the demand for high-end cooking market will increase with higher income groups and there is a considerable market potential.Nanjing T-five Import & Export Co., Ltd. is a foreign trade company with years of rich experience on the trade to Japan, to seize the market opportunity of the potential huge demand in high-grade cooker, in year 2011 T-five began to cooperate with the Japanese cookware company OTAFUKU, signed an exclusive general agent and the exclusive import agreement, and devoted to introduce the Japanese manufacturing high-end cookware brand OTAFUKU (Chinese name:Wufuyuanshi) to the China cookware market.As the new into the cookware industry, Wufuyuanshii cooker is faced with many problems:How to choose target market? How to fix position the brand? How to develop the product price?How to build the channel network? How to develop marketing strategies?In view of the above these problems, firstly the article analyzes the development and present situation of cookware industry, using marketing management theories, combining the external politics, economy, society, technology and environment of the Wufuyuanshi brand, to make a concrete analysis on the choice of target market, market positioning and brand promotion by using the qualitative and quantitative methods. In addition, also analyzes several potential competitors of Wufuyuanshi, summed up the main selling point of high-end cookware, provides the theory reference for the choice of its product categories.The last chapter from the brand names, brand meaning, brand design, brand value, brand personality, brand slogan, brand story, brand positioning etc., through a large number of data and pictures to give specific strategy and suggestions on market positioning, customer orientation, price positioning and brand promotion planning and marketing channels.Through the study of marketing strategies of Wufuyuanshi cookware, the article not only helps Nanjing T-five company successfully on the creation of the brand and the establishment of marketing model, to develop a comprehensive preparation on Chinese high-end cookware market, but also have certain reference significance for the other foreign brands, which want to enter Chinese high-end cooking industry.