IMA Optical Storage Products In China Brand Management Strategy

With the fast Chinese economy’s development as well as the unceasing status in the world economics,Chinese industries have attracted many world players,especially the electrical IT.The rapid grow of the in dustry has made China becoming the main production base.Therefore,more and more foreign brands enter the Chinese market to participate in the competition.IMA entered China in1996,It obtained a short success story initially but IMA lost its way and direction in the Chinese market because of poor branding strategy and esecution.It encountered continuous loss in business and has gone through difficulties in maintaining the business.Due to the IMA the domestic market,the brand of operational experience and enterprise of its own power.At present, Electrolux has already degenerated into the decline aristocrat in China. The brand has lost its’shine gradually by marginalization.The author of this thesis has been studying the IMA China by analyzing&researching the management of its brand management through a perspective on competitive strategy and marketing management on respectively theoretic&practical levels. Research on competitive strategy and marketing management theory,combined with the practical problems of the IMA optical storage products,the Chinese market,targeted analysis,the brand to brand management as the goal,the establishment of a strategic approach in line with the IMA optical storage brand development,from business strategic positioning,brand maintenance and brand structure,brand marketing,and many other optical storage products for IMA company’s development strategy to further expand its share in the optical storage market in China,to reshape the image of the optical storage professional.