Research On Brand Strategy Of A Ceramic Company

Since the Chinese economic reform, China's real estate market have grown in an astounding speed, along with which the architectural ceramic industry developed even faster. Since 2011, however, the real estate market declined rapidly, resulting of the stagnant of the architectural ceramic industry. Due to the over expansion in prior periods, numerous ceramics firms faced the dilemma of overcapacity. Under the harsh condition, the competitions between these enterprises switched from products to brands. Thus, more companies set the strategies and management of brands as the very first priority.This paper will study the brand strategies adopted by Company A, based on the theory of brand strategies and the experiences of the domestic and oversea corporations. Literature review, the method of comparative analysis, and theoretical analysis(including PEST analysis and SWOT analysis) are the main methods.First of all, the paper introduces the background of the topic- the increasingly imbalance of supply and demand, the transition of the needs for ceramics from functions and exterior designs to culture and value, and the stagnant of preliminary period of ceramic companies lead to the significance of study the brand strategies. Second, this article reviews the related theories regarding brand strategies, and a brief comparison of single brand strategy, multiple brands strategy and second-line strategy. After that, this text also discusses the market environment Company A confronts-including the analysis of macro-environment and the development trend of architectural ceramic industry. Further by adopting SWOT analysis, the paper concludes that the multi-brands strategy is deemed to be the optimal approach for Company A, and the potential problems and weak points are deep-investigated. Based on all above, the strategies are recommended, including the implementation strategy and guarantee strategy, along with the proposal of promotions and implementations.