Tianshui Spark Machine Tool LLC Branding Research

Machine manufacturing is the core strength of China’s equipment manufacturing industry,and its development to enhance the growth of the national economy and overall national strength have an important impact. At present, the development of China’s machine tool manufacturing industry is slow, policy support higher dependence, lack of independent innovation ability, there is no machine manufacturer to adapt to international competition environment of strong brands,the low level of production capacity. Thus, the domestic machine tool manufacturing industry in urgent need of change the development concept, to enhance the level of independent innovation,and create a strong brand image.Spark Machine Tool as the province’s leading enterprises, while undergoing a rapid development in recent years, but its brand image building still limit the development and expansion of enterprises, affecting Spark Machine Tool lift open international markets and profitability level, there is the core values of refining inaccurate, communication is not in place to promote the brand-building measures imperfect, therefore, needs to spark machine brand image. This paper describes the concept and significance of shaping industry brand, branding theory tools, combined with theoretical analysis of the status of the machine tool industry,machine tool outlook to spark environment, micro-environment of the sort. On the basis of Spark machine tool market positioning market segmentation analysis, focusing on the core value of refining machines Spark been described in detail, concludes with a brand image embodiments and further improvements envisaged implementation of the program from the main brand management, brand marketing, brand innovation, brand value ability four aspects are discussed.In this paper, taking the theory and practice of the method of combining the brand image theory used spark machine brand image, in order to Spark Machine to further enhance the brand image to enable enterprises to steady and rapid development of a certain reference value.