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ABSTRACT   

Both large production and small appliances to the production of daily necessities,China is widely recognized as the world's factory. But in This country known as thefactory of the world, will be out of a number of well-known enterprises, creating anumber of well-known brands, based in China, to the world, we are still waiting to see.The home appliance market is the world's home appliance market, the most competitivemarkets in the world, LCD TV promotion and more competition means cheap sacrificeprofits. From 2008 to 2011，the price of first-line brand of LCD TV in each sales regionfell 20% to 30%.
    This article is by Tsinghua Tong fang LCD TV Australia's own brand一Pang brandmarketing strategy in The Australian market research, combined with The status ofAustralia's seven major local retailers to explore China's own brand of professionalappliances chain stores, electrical online store competitors diversification, changes inconsumer behavior, commodity, operating venues wins under increasingly fierce, howinnovative promotional strategies to respond to These changes, to gain a competitiveadvantage. Also made studies can provide useful lessons for other home appliancesbrand presence in The Australian market.
    The paper is divided into  four parts,  the  first part introduces  the  researchbackground and topics of significance to study the ideas and methods, and domestic andinternational research on branding and integrated marketing communication Theoryanalysis and summarized.
    The second part is The Pang The branding status quo of The Australian marketanalysis, The Pang existing branding strategy in The Australian market, these promotionstrategies, as well as the analysis of problems.
    The Third part is The Pang branding factors in The Australian market analysis,designed by the analysis of the internal factors of external factors index system andfactors model analysis.    The fourth part of The Pang improvement strategies for the promotion of the brandin The Australian market, based on the above analysis to identify improvementstrategies.
    A genuine combination of its own brand, and a variety of promotional marketingtools, innovative strategies around The market and customer needs. enhance Thepotential value of own brand, be possible to expand The market share of The product atThe end of This article. Improve the core competitiveness of enterprises

.第1章绪论研究背景与意义

1.1.1研究背景

    我国的家电行业是目前市场化程度较高、竞争较为激烈的行业之一，这个行业的每一次变革，都会吸引整个营销界、新闻界的眼球，成为营销界的焦点、新闻界的热点。确保在商品、在家电行业的激烈竞争中，不论竞争对手的实力是强还是弱，都要价格、物流等方面具有竞争优势。厂商正积极扩大生产销售规模，时也有国内的电视机生产厂商，抢占市场份额，现阶段，国内外主要电视机生产争做国内电视市场的领头羊。同走出中国，将品牌做到国外，抢占市场。
    建立真正围绕市场与客户需求的自有品牌和各种促销创新策略等营销手段相结合，提升自有品牌自身潜在价值，扩大市场占有率。提高企业核心竞争力。

第2章基础理论

2. 1品牌生态理论
2.1.1品牌生态理论简介
    品牌生态理论是当代一些学者将生态学相关理论与品牌学理论相结合而产生的一种研究品牌关系的理论。品牌生态理论认为品牌关系是品牌与品牌化事物/市场、相关品牌、顾客/利益相关者、澳洲论文资源、环境之间的关系体系。其核心文献主要有Davison的品牌冰山概念(1997);Winkler的品牌生态环境思想(1999);王兴元的名牌生态系统学说(1999, 2000, 2004);张锐提出的品牌生态概念(2002) ,品牌生态系统结构模型(2003)、品牌生态管理思想(2003)、生态型品牌关系框架模型;陈云岗的品牌资源构成模型、品牌环境构成模型(2004)等。其主要理论为:    ①品牌DNA理论    品牌DNA理论认为任何品牌都具有其他品牌不可复制的基因，这种基因可以在品牌内部进行自组织与自记忆的复制，通过品牌基因的自复制，品牌可以快速的传播与推展，品牌价值得以本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。