| With the increasingly fierce market competition,to improve the core competitive power of enterprises,more and more manufacturing enterprises are transforming from manufacturing products to create brand.The concept of brand management is gradually thorough popular feeling.After nearly 20 years of rapid development,power tools manufacturing industry of China has been in the new phase of strategic development.In this paper,based on the research of the Chervon group original brand strategy,discuss the feasibility of the implementation of brand strategy in power tools manufacturing enterprise,method of multi-brand strategy formulation,implementation strategies,safeguard measures and the other important issues.This paper integrated use the brand strategy management theory and method,combine the development status of domestic manufacturing enterprises,and take Chervon group's original brand power tools as the research subject,systematic analysis the internal and external environment of brand strategy management of Chervon group's original brand.It is concluded that the multi-brand strategy is more conducive to the future development of Chervon group.On the basis of this conclusion,it provide suggestions for the original brand structure and positioning adjustment of Chervon group,and build the corresponding control and security system.Through the reach of Chervon group's original brand strategy,this paper pointed out the necessity and urgency of brand strategy of most manufacturing enterprises at present.Chervon Group have a certain representation in the domestic manufacturing enterprises.In this paper,the analysis of the Chervon Group's own brand of strategic planning,also reference for other domestic manufacturers. |
