Liugong Excavator Product Brandingstrategy

China’s economy entered a slowdown in growth, structural optimization, innovation-driven new normal, China mining machinery industry entered a new normal, with some of the city limits purchase relaxed, and local governments have also used different ways to respond to market changes, in addition, infrastructure projects, the state has been pushing, but also to the future of this mining market has brought a ray of hope, but also inseparable from our brand to improve their innovation and technology. So this also brings great development for the future of the excavator great challenges and opportunities, brand sales growth is slowing down, lifting the structure facing difficulties, increased competition in the industry, to adapt to the new normal, market-oriented and need to use the "Internet +", etc. Liugong excavator promote innovative thinking brand development, improve Liugong excavator brand value. The rapid development of online market influence and change the way people live. But also for enterprises to open up new marketing platform, companies can build their own brand promotion system through the network platform to achieve accurate rapid spread of the brand, the brand to interact with consumers, reducing costs while achieving brands and consumers consumption concept integration.In this paper, respectively, from the "Internet +" brand communication, brand promotion strategy Liugong excavator excavator consumer research on several aspects of the brand and so forth concerns from the "Internet +" new media marketing strategy, online promotion process problems encountered, Liugong excavator product positioning, pricing and brand maintenance and management of the importance of the promotion process and the like to dig Liugong product branding issues exist in the process. Due to the development direction of the excavator industry, it is always subject to large environmental impact national policy, and the prospects for the development of enterprises is also in the process of policy implementation at all levels must continue to be affected, so Liugong excavator product branding reality the analysis from the political, economic, social, technological and other macro-level environment to analyze Liugong excavator excavator market branding. Thus contributing to internal Liugong excavator branding ever-changing market and brand promotion strategy to make timely adjustments to develop branding direction. On the large-scale development direction is determined by the macro environment, but the company’s branding strategy development and implementation of programs are affected by micro-market environment. Consumer brands such as ability, the ability to supply their own enterprises in the industry’s competitiveness belong to the micro-environment. Solid foundation between these micro-environment are better coordination Liugong excavator business-related relationship between consumer groups, can broaden the base points for increased visibility and influence of the enterprise. Based on the above Liugong excavator product branding process analysis at the macro and micro market environment, internal and external situation of the competitive environment and competitive conditions make a prediction, and comprehensive results obtained above Liugong excavator product brand in the brand in the market competition has advantages and disadvantages have a comprehensive understanding, combined with existing enterprise resource Liugong Liugong full enterprise resource, expand the brand influence Liugong excavator and accordingly develop effective Liugong excavator branding program. Using STP analysis Liugong excavator market segmentation, market positioning to differentiate selected key target groups and the main target market. To attract more consumer attention Liugong excavator brand, increase consumer loyalty to the brand Liugong excavator. We hope that through this research, can have some reference Liugong excavator branding.