Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Research on the Brand Strategy in Physical Fitness Equipment of Orient Corporation

Author ZhangHuiFang
Tutor HeZuoQin
School Shanxi University
Course Business Administration
Keywords Fitness Equipment Brand Strategy Core values ??of the brand Brand positioning Brand Architecture
CLC F426.4
Type Master's thesis
Year 2010
Downloads 173
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Beijing Olympic Games inspire the fitness enthusiasm of the people, for the fitness equipment industry in China provides a good opportunity for development. However, the phenomenon of increased competition and product homogeneity serious, become a bottleneck restricting our fitness equipment rapid development of enterprises. In this case, the fitness equipment companies should focus on brand building, brand represents value, status, quality, commitment and more difficult to put into words the high value-added, only brand core competitiveness of enterprises, in order to stand out in a fierce price war, has a capital of competition. Fitness equipment companies have to focus on brand building, this article X'an Health Industry Co., Ltd. (abbreviated Australia Reiter companies), as domestic influence larger fitness equipment companies are developing and implementing brand strategy. In this case background, comprehensive, systematic study analyzed O Reiter fitness equipment brand strategy. This article as a guide to the modern theory of brand strategy and related theory, starting from the related X'an environment, in the background to understand the macro-environment, the five competitive forces within the industry, to explore the opportunities facing Australia Reiter and challenges, and combined with its own advantages and disadvantages of the use of the brand strategic application of the model to develop Australia Reiter fitness equipment brand strategy program: First refining brand X'an's core values, and plan recognition system, highlighting the differences between brands and individuality; Second market segmentation and target selection, high-grade clear X'an brand positioning, core values ??of the brand by the abstract concept of \The selection of sub-brand architecture model and to strengthen Australia Reiter brand personality and connotation. At the same time, combined with the development of the program, the analysis of the issues that need attention in the process of implementation of brand strategy X'an emphasized strengthening product competitiveness, technological innovation, enhance brand marketing communications brand strategy successful three \Finally, Australia the Reiter brand strategy implementation process in the presence of risk prevention control. I hope the results in this article can provide theoretical and practical guidance on the implementation of the strategy for Australia Reiter fitness equipment brands and provide valuable suggestions for brand building of the fitness equipment industry in China.

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