Title:
Study on Brand Strategy Planning and Operation of BD Glasses Company
Author: Li Maofen
Advisor: Dr. Li Chunyou
Degree:
Master of Business Administration
Major:
International Business Management
Faculty:
บัณฑิตวิทยาลัย (Graduate School)
Academic year:
2566 (2023)
Published:
The 7th STIU International Conference “Leadership & Social Sustainability in the Tech-Driven Era” on 19-21 August 2023 SECTION-8 (pp.1417-1425) conference proceedings PDF
Abstract
In the 21st century, during the process of China’s economic internationalization, the golden age of competition with domestic glasses brands came, and the competition within the market became more and more fierce. The gap between similar products in terms of quality, appearance, processing technology, price, and service mode obviously narrowed. In this kind of competition, consumers also had more and more goods to choose from, and the purchase space was further expanded. Under this background, the objective of this paper were: (1) To examine the brand strategy and operation status of BD Glasses Company. (2) To examine the strengths, weaknesses, opportunities, and threats of BD glasses company through SWOT analysis.
This study adopts documentary method. Based on SWOT analysis theory, this paper analyzes BD Glasses Company and provides corresponding strategies. The study found that: (1) The brand strategic planning and operation of BD Glasses Company were not optimistic. The company adopted diversification strategy in its operation. Although this method had certain advantages, its brand positioning was not clear enough, and it had not yet opened the online market, and it was also facing greater market competition. (2) The outstanding advantage of BD Glasses Company was that it had advanced production equipment and manufacturers, direct sales team and innovative materials, and the opportunity was to have the support of national policies, good industrial prospects and product diversification brought about by product upgrading. However, there were also some disadvantages and challenges. The disadvantages were weak brand marketing awareness, lack of professional marketing talents and single product line, and the threats were lack of talents, low commodity turnover rate and the squeeze of new retail model.
Keywords: glasses industry, brand strategy planning, brand operation
Study on Brand Strategy Planning and Operation of BD Glasses Company
6417195840 Li Maofen 2566 (2023) Advisor: Dr. Zhang Li, Study on Brand Strategy Planning and Operation of BD Glasses Company สารนิพนธ์ (Independent Study), ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Education Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,Education Management