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The Brand Strategy of Zhejiang Southwest Magnetic Company

Author: DingXinYue
Tutor: ChenYan
School: Ningbo University
Course: Business Administration
Keywords: Zhejiang Southwest Magnetic Company brand evaluation brandestablishment brand crisis management
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 2
Quote: 0
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Abstract


21stcentury is the time of brand competition, but many China Medium-sized and Smallenterprises are still in struggling with the low level of price competition. It is one of mainlyproblem how Medium-sized and Small enterprises successful transit from low price competitionlevel to brand competition. This article provide research paradigm through brand strategy researchof Zhejiang Souwest Magnetic Company.The paper consists of following six chapters:Chapter1, introduction, which states the background and significance of the topic; relatescurrent status of brand management research at home and abroad; expounds research idea andmethod as well as innovations.Chapter1, introduction, which states the background and significance of the topic; relatescurrent status of brand management research at home and abroad; expounds research idea andmethod as well as innovations.Chapter2is brand theories review, the theoretical foundation. Firstly, it elaborates on branddefinition, feature and function. Then it analyze brand evaluation mode. In view of its limitations,author sets its mode on performance of SME. Thirdly, the writer states brand establishment theoryand creating new modes. Fourthly, it goes on brand crisis management, putting forward relevantprecautionary measure.At last,the paper mentions brand evaluation, brand establishment and brandcrisis management are “trinity” brand theory.Chapter3introduces relevant condition of Zhejiang Southwest Magnetic Company such asdeveloping history, organize structure, products and markets.Chapter4is on brand evaluation. With customer review, evaluation from the company itself,analysis of competitor and relevant trades, government policies and opportunities, we assess theexisting brand of Zhejiang Southwest Magnetic Company.Chapter5is on brand establishment. On the guides of brand strategic objectives of ZhejiangSouthwest Magnetic Company, author discusses how to conduct brand design and promotion.Chapter6is brand crisis management. Author suggest Zhejiang Southwest MagneticCompany establish brand safety awareness, sets up brand crisis management institution, introduces operating model and index system of the pre-warning system, builds brand auto-diagnosis system.With these measures, can the company handle with brand crisis well.In this thesis, the innovation is tried in the following two aspects:1) On the bases of previous research achievements, this article sums up relevant concepts onbrand, mentions “trinity” brand theory of brand assessment, brand establishment, brand crisismanagement.2)Taking Zhejiang Southwest Magnetic as research paradigm, this article studies and analysisof brand strategy, and formulates a complete strategy program according to company’s actualconditions, which better reflect the combination of theory and practice and improve usability ofstudy.

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