Reposition strategy of national brand : A case study of 'Tianfu cola' in ChongQing market
| Autor: | Chen-Hsiang Hsiung, 熊振翔 |
|---|---|
| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 In this study, local national brand“Tianfu Cola”in Chongqing China as the research and practice simple. The study introduces the development of this enterprise in several years, from the heyday of 80s to the final products withered away in the market apparently, and I have the good fortune to be engaged by the idle asset of the affiliated enterprises of Chongqing light Industry and Textile Holding (group) CO.Ltd under Chongqing state owned assets supervision of the CPC Central Committee command to revitalize the China Tianfu Cola Group Company, and plan to be on the stock market in 2021（3-5 years). This paper is aimed at research about the revitalization of this enterprise by S.T.P. S.W.O.T. 4P.S. Lan Chester Law, etc.when I have been in this enterprise. According to the analysis of several market questionnaires by main customers in Chongqing, restructuring and transforming the Innovative image and packaging of products in the process of reshaping the “Tianfu Cola”brand. I have figured out specific product development direction, reestablished Tianfu Cola brand positioning, made a breakthrough and Occupied a place with r market segmentation market strategy under the market of two cola(Coca-Cola and Pepsi) carbonated beverage duopoly in Chongqing. The case of Tianfu Cola reflects the situation of Chinese national brand in the globalization trend. The paper provides some reference for brand reconstruction, brand reconstruction, product innovation and market strategy of Chinese national brand.In the paper, the mainland enterprises in China as the subject of study, so the paper is written with the Chinese perspective as the first person perspective. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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