成都東櫻公司品牌規(guī)劃研究.pdf

1、With the continuous improvement in the manufacturing standards of Chinese socks industry,the phenomenon of product homogeneity is more and more prominent, and hence theimplementation of brand strategy has been an importa

2、nt way for more and more companies toobtain the constant competitiveness and achieve sustainable development in the fierce marketcompetition.However, facing of the growing pressures of annual increase in sales task and s

3、tock,these clothing agents that rely solely on the brand agent to won the markets have showedweakness.The Dongying Trading Co., Ltd.That this paper selected is facing this problem as well.
　　Dongying Trading Co., Ltd.

4、is a dealer that mainly engages in the domestic and foreignmedium-high grade socks, and one of the enterprises selling medium-high grade socks with adecade of development in the Sichuan region.How companies can build and

5、 maintain their ownbrands has become a key issue for all agents that try to develop their own brands to expand marketshare, improve profitability and achieve role conversion.
　　This paper firstly elaborates on the bra

6、nds and related theories, which lay the theoreticalfoundation for the whole paper.Secondly, it introduces the basic situation of the DongyingTrading Company, and conducts in-depth analysis on the macro environment of com

7、pany andindustrial environment by PSET analysis method and comparative analysis method.Throughdetailed study on the development strategy of Dongying Trading Company and brandrequirements, this paper refines the core valu

8、es of the company brand, positions a brandpersonality, conducts the overall planning of the company's brand on this basis and builds thecorporate brand management workflow.At last, it also points out the possible problem

9、s thatDongying Trading Company may encounter in implementing steps of the brand planning program,and also indicates that the company needs to offer the implementation services of brand strategyplanning from brand strateg