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Abstract: |
March 2011, Metersbonwe introduce special brand concept - the new domestic products, which leveraging the reputation of trying to re-positioning the brand attributes, and to seize the deeper consumer market. While the initial launch of the new concept of domestic products has won the attention and made many significant results, but giving up their advantage in the segments of the market, still faces enormous risks and challenges. This paper attempts to analyze the deep-seated reasons for Metersbonwe’s pushing the “new domestic” strategy, brand positioning and market segmentation from the basic principle, proposed to provides advice of building brand value and strengthen the integration of both upstream and downstream strategies. Hopping that Metersbonwe can learn from the point of view.
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