Brand Marketing Strategy Analysis For Rodenstock China

With competition globalization and industrial capital, brand has become the most valuable assets of enterprise. "To create a strong brand, management of brand equity" has become the core strategy of the Multi-National Corporation, Depending on the strong brandimage,they dominate the market and gain highermarket share&hige profits. While the China local companybegin to recongniaze that we need to transfer from the "production cost competition with low profit, non brand" to higher profit with own OBM stage, Most of the loacalcompany begin to the JV with international company and learning brand management from them, the international company also get benefit from Chinese cost saving.So how to high growth in the Chinese market and do the brand building become the strategic objectives of all kinds of company, also brand management has become the important topic of Chinese enterprises during their international business development.China optical industry market size reached 40BRmbIn 2012, and China optical industry canreachs 7% average growth rate. China will be the world’s biggest potential optical consumption country, and also become theglobel optical manufactioncenter;Now Chinese optical productivities met 70% optical need globaly. China has huge population,China has the highest the refraction correction demand rate in the world, but the actual optical correction rate is less than 1/10 of that of developed countries, so the optical business becomes a very potential industry in China in the future. For Optical industry, the overall industry size is small comparing with other comsumer products. Now there are more and more individual optics products appeared, especially for the lens, regardless the difference personal needs of myopia, hyperopia and presbyopia. When we do the process of consumer opticalproducts,It’s a process of medical treatment, which needs lot of professtional medicaltheory and product’s knowledge. So the optical products ispositioned as a medical consumable. The optical sales man need professional medical background, as well as optometry personnel in product optometry treatment results, technical parameters of product, optometry processing, either one of the above aspects matching unreasonable, will cause the product error and not suitable for the customers, which will be directly affect the wearer’s vision quality. Here I based on the German companuRodenstockas the research object, adopts the literature method, research combined with sale terminal observation, and using Rodenstock China as the case study of China’s brand marketing practice, hoping through mutual inspection and verification, make the research propositions and conclusions can be more precise. The main conclusions of this paper have three points:1, China is currently in the optometry market "no brand, high profit" state, the marketing mode has authority limit, in the aspect of brand building is weak.2, Rodenstockcompany to building a strong brand in the Chinese market must realize two breakthroughs:one is to creat the customers brand perception, two is the establishment of customers’ brand association.3, Rodenstock brand strategy in China market construction recommendations include: business strategy suggestions, brand architecture is proposed, the brand recognition system is proposed, the integrated marketing communication of the recommendations, and the direction of product development suggestions.