Research On Brand Marketing Strategy For IH Company

After the swift development, the industry of housing and building materials has entered a hard periad, because of customers’ more rational shopping concept, the cruel competition of the products which are of same quality, the stagnant purchase environment and the restrictive real estate. In order not to be sifted out, housing stores have to get changed foundamentally, and promote the brand image by means of products and service of high quality as well as the enterprise culture.As a local famous enterprise in the province, IH company is supported by a strong group, but its popularity can not bring in a certain loyalty among customers. That is because its brand lacks the stronger power compared with the other conmpaies in the same field, especially the famous chain stores at home. What’s worse, when forcasting the future development, IT company is faced with a harder problem that it aims at the popularity of the brand in other provinces.The thesis, from the point of theoritical research of brand marketing, will conclude IH’s present situation, analyse it’s problems, make a comparision between it and its rivals, research more on its market position and put forward a series of promotion strategies for its brand. The methods to be used are the following: literature research, data analysis, data quotation and comparision, etc. The thesis consists of six chapters. The first chapter, from the aspect of the topic backgroud, describes the purpose, the content and the methods of the research, and put forward the problem to be solved in the research. The second chapter mainly discusses and analyse the theories and fruits in the field of brand marketing stratigy, which will lay a basis for later strategies. The third chapter mainly deals with IH’s present situation and managing environment, plus it’s situation of the brand marketing under the special environment and the exposed problems. After a clear summary of related theories and a reasonable analysis of IH’s present situation and shortcomings, the forth chapter will set a market position for IH company by market analysing, investigating, locating and subdivision. Based on the former preparations, the fifth chapter discusses and finds out a set of brand marketing strategies only for IH company, which are made up of the brand medium marketing, brand activities marketing, brand service marketing, etc. The sixth chapter will focus on the carrying out of the brand marketing strategies, which will be studied from the following aspects: lies marketing and implementing, staff organization, cost budget, image protection and promotion and so on.The creativity of the thesis lies in a ture analysis of problems which IH company is faced with in brand marketing by collecting and comparing large quantities of data of IH’ situation. Combined with certain brand marketing theories and research success in brand marketing, a set of properer and market-friendly brand marketing strategies, which provide new thought and creative points from a micro-aspect, is put forward for IH company. On the basis of the previous research, the thesis also designs a whole set of plans for carrying out the strategies by combining every index and actual situation in IH company. From the key problems like staff and cost, the set of plans become more achievement,which will be much helpful and effective to solve IH’s problems eager to be settled.