Research On The Communication Strategy Of Small And Medium Sized Bathroom Brands

Entering the new century,China has become a big manufacturing country in the world.But what is worrying is that in manufacturing,our country is also a country with a lack of brand.According to the report of World Brand Laboratory,only 18 of the world’s top 500 brands in 2009 were Chinese,while 241 were American.Only 5 of our 18 companies are manufacturing enterprises.In the bathroom industry,the immature domestic brands such as Xinhai Galan and Jiumu are also facing the competition of giant international brands such as Kohler and TOTO at home.Our enterprises must catch up and establish and develop their own brands.Small and medium-sized enterprises should first develop brand communication if they want to become famous brands.Brand is a symbol of product in consumer psychology and a manifestation of corporate identity.The brand of an enterprise represents a series of factors that customers attach great importance to,such as its production concept,production quality and service concept.As far as the current development situation of domestic sanitary ware industry is concerned,in order to have advantages in the whole sanitary ware market and gain market initiative,we must rely on the strength of brand to achieve its own development.At present,the bathroom industry has entered a period of rapid development,with a good reputation and great influence of the brand,is undoubtedly the key factor for small and medium-sized bathroom enterprises to achieve development and enhance competitiveness.This paper focuses on the brand communication of Xinhai Galan Company.First,it reviews the literature review of brand and brand communication,which provides a theoretical basis for the later research and analysis.Secondly,based on the overall structure and development process of Xinhai Galan Enterprise,and combined with interviews with several relevant practitioners,this paper analyses the brand communication mode and strategy of Xinhai Galan Enterprise.At the same time,it starts from the macro-environment,micro-environment,industry profile and current situation of brand communication.The purpose is to deeply understand the brand communication environment and development trend of the bathroom industry.It also tries to explore a series of brand communication strategies suitable for the bathroom enterprise,and suggests that the enterprise build a relatively effective brand communication mode,focusing on the elements of brand communication and low-cost brand communication mode.Hope that this paper through the analysis of Xinhai Galan brand communication,which is the representative of small and medium-sized enterprises in the bathroom ceramics industry,puts forward suggestions and references for small and medium-sized enterprises and the bathroom industry in the development of national brands,in order to achieve the sustainable development of enterprises and brands.