Research On Hydron Company’s Brand Strategy

As the world second-largest economy, China with spectacular economic scale and growth has become the world’s leading emerging market. China is the world’s most-populous nation, and one of the highest incidence of myopia; Contact lens as a type of mature optical correction method, its level of wear rates is much lower than the developed countries and regions. Therefore, China market has been one of the contact lens market with most potential in the world. Hydron as a contact lens enterprise based on local development, its sales volume is higher than 30% of the total domestic market sales, through almost 20 years hard work. Hydron has become the leading brand in the domestic contact lens market.There is no doubt that brand is important to business. Hydron deeply understand, for the sake of maintaining competitive advantage and pursuing long-term development, have to create Strong Brand; Improving enterprise’s core competence through the implementation of brand strategy, company will achieve the goal of continuously consolidating and increasing the market share.This dissertation, with Hydron as the object of research, takes how to help companies select the right direction on brand strategy for managing brand equity and building strong brands through implementation of brand strategy as the research objective. The full dissertation is structured as follows: 1. In the introduction, gives the information of the background, significance, content and method of the research in this dissertation, briefly introduces the theories of brand strategy; 2. Analyze the external macro-environment factors of Hydron Company, the industry actuality, competition and the main structural characteristics of domestic contact lens market via PEST models; 3. Analyze the status of Hydron’s brand strategy planning and points out the problems of brand strategy; 4. Plan the Hydron’s brand strategy, develops multi-brand strategy of upgrading, local brand internationalization strategy, Hydron and Horien’s brand marketing strategy; 5. Propose guarantee for the implementation of Hydron’s brand strategy, including brand development strategy, brand service enhancement, informatization construction and team building; 6. Conclusion and further research.By researching Hydron’s brand strategy, the author thinks that Hydron’s multi-brand strategy was proposed in a specific historical period. At that time, Hydron’s single-brand strategy had been developed, the company needed to confront the growing number of market segments, and the growing product line. All of them are easy to cause companies losing balance. Hydron’s strategic transformation has achieved a measure of success. By implementing differentiation strategy for Hydron and Horien these two brands’ Market Positioning, Brand Style, Brand Communication, Product Planning, Pricing Strategy, Marketing Channel and Channel Strategy, and combining the guarantee of brand strategy implementation, will solve the problems of Hydron’s brand strategy to achieve brand innovation. Meanwhile, the author raised some ideas about the future business strategy. On the one hand, through further development of multi-brand strategy, offer a premium brand and high-end product line towards domestic high-end market segment. Therefore, reach higher brand premium and increase the market share constantly; On the other hand, in view of Hydron brand with the history of the success of the international brand localization experience, while the company has started to expand overseas markets, the author has given forward-looking thoughts on how to achieve local brands internationalization.