Research on Brand Strategy of HaoKang Corporation
Abstract
The 2008 Olympic Games not only bring about commercial benefit for the global companies that produce PVC plastic sport floor, but also provide a marvelous opportunity to beautify the business and brand image of national PVC plastic sport floor companies. Researches in the essay are based on Hebei Hao Kang Sporting Goods Limited Company where the author did internship, applying all available theory foundation and research achievements including brand management, strategy management and marketing management. The essay starts with business environment analysis, sets up the goal of brand strategy and analyzes how it is applied by focusing Hao Kang Sporting Goods Limited Company.
The essay initially introduces general information of Hao Kang Sporting Goods Limited Company, and then analyzes the environmental elements of PVC plastic sport floor from two aspects: inside and outside. SWOT analysis method is also used to discover the advantages, shortcomings, opportunities and threats. The third part tries to establish brand strategy based on the analysis above and the fourth part gives some constructive suggestions on the brand strategy implement process, implement methods and keystones, along with its risks.
Keywords: Brand; Corporation; PVC plastic sport floor; Strategy