Study On The Brand Positioning Strategy Of UL Laboratory System Engineering Company

Despite that its development in China was relatively late,the laboratory system engineering industry has been a crucial infrastructure premise of global scientific development.As a result of rapid development of scientific researches and innovation needs in China,the growing demands for higher standards for official testing and verification work associated with the nation's renewed energy conservation and emission reduction policy,as well as on the food and drug related products,has created vast business opportunities for the laboratory system engineering industry.On the other hand,reduced foreign investment,due to the global economic downturn,has led to a shift in client's nature in this industry.In the meanwhile,lack of official authority in terms of common industrial acceptance standards,due to late development of this industry in China,and the fact that the buying power from foreign investment was not as strong has,unfortunately,resulted in inevitable cut-throat competition in the market.As one of the leading companies in the industry,the major strategic marketing challenge that UL had to deal with was how to form a tangible brand positioning plan that would maintain its competitive advantages and continue to differentiate its brand among others so as to solidify its current market influence and seek for continuous business expansion in such a vicious competition environment.This paper gives a general introduction of UL Company and laboratory system engineering industry,analyzes the competition environment of the industry by using the Five Force model and points out problems of the company pertaining to its product system,price system,marketing channel and personnel management,followed by a brief analysis in light of its current marketing realities and industry experience.The paper subsequently covers the feasibility and necessity study of strategic differentiation adjustment and puts forward specific optimization proposals for each element of the company's brand expanding,brand maintenance and marketing differentiation strategy by means of data analysis of market research,SWOT theory,STP marketing theory and Brand Equity theory.Furthermore,this study also aims to provide an insight into the development and optimization of brand positioning strategy plans for enterprises in the same industry by bringing effective research analysis on UL Company,which seems necessary in the face of a confusing,if not chaotic,market status quo that most peer companies are currently contending with on a daily basis.