Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

The Research of QingFangLian Group "Haier Brothers" Brand Marketing Strategy

Author FangYan
Tutor ZuoLing
School Northwestern University
Course Business Administration
Keywords Spin alliance holdings group of Qingdao children’s home textiles brand brand marketing marketing strategy
CLC F274
Type Master's thesis
Year 2011
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On January 19th,2011, the Spin alliance holdings group of Qingdao and Haier Group——the two sides play their respective advantages, launched a children’s home textiles brand "Haier brothers". In the face of the new brand listed and children of domestic textile original brand competition, but also from foreign brands squeeze, "Haier brothers" will usher in a severe test. Thus, marketing strategy implementation and the innovation will become the "Haier brothers" development is heavy, marketing strategy determines the direction of the development of enterprises and the major action steps, the relationship between the enterprise’s survival and development. According to the green textiles group and Haier group advantage, as "Haier brothers" children home textiles brand grow, develop reasonable and effective marketing strategy, contribute to the "Haier brothers" in the children’s home textiles market neutral foot heel, and through differentiation, low cost and the innovative marketing strategy design and implementation, to achieve "Haier brother" fast growth and sustainable development.In this paper, we viewed the "Haier brothers" children home textiles brand of the Spin alliance holdings group of Qingdao as the research object, analyzes its marketing strategy;Firstly, through the analysis of the green textiles of the basic situation of the group and "Haier brothers" brand marketing situation, and then put forward its current marketing strategy existing problemsThe "Haier brothers" brand of macroscopic environment analysis of China’s textile industry, political and legal environment, economic environment, technology environment and social culture environment in detail; then the "Haier brothers" brand of the internal environment analysis, through the SWOT analysis method, analyzes the brand face the opportunities, challenges and advantage, inferior position; and aimed at these questions to propose specific measures, proposed the "Haier brothers" brand marketing strategy improvement measures; finally, in order to ensure its marketing strategy carry out smoothly, focus on the analysis of marketing strategy of safeguard measures, is divided into organizational security, culture security, human resources security and system security measures.In this paper, the brand marketing theory on the basis of the study, using the literature analysis method, logical analysis method and empirical analysis of children home textiles "Haier brothers" brand marketing strategy improved the design and puts forward the guarantee measures for implementation; for the children home textiles "Haier brothers" brand of the Spin alliance holdings group of Qingdao marketing puts forward operable sex, targeted marketing strategy improvement measures:including the differentiation strategy, low cost strategy and innovation strategy.

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