Nanjing University of Aeronautics and Astronautics
The Graduate School
College of Economic and Management
Research on Original Brand Development
Strategy of Chervon Group
A Thesis in
Business Administration
by
Liu Chen
Advised by
Prof. Wang Ying
Submitted in Partial Fulfillment
of the Requirements
for the Degree of
Master of Business Administration
March，2018
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作者签名：
日期：2018年3月25日
南京航空航天大学硕士学位论文
I
摘要
随着市场竞争日趋激烈，为更好的提高企业核心竞争实力，越来越多的制造业企业单位由
制造产品向制造品牌转型，品牌管理的理念也逐渐深入人心。中国电动工具制造行业经过近20
年的高速发展，已经进入战略发展的新阶段。本文通过对泉峰集团自主品牌战略的研究，就多
品牌战略在电动工具制造企业实施的可行性、多品牌战略的制定方法、实施策略、保障措施等
几个重要问题进行讨论
本文综合运用品牌战略管理理论与方法，结合国内制造企业的发展实际，以泉峰集团自主
品牌电动工具为研究课题，系统分析泉峰集团自主品牌内、外部品牌战略管理的环境，得出泉
峰集团现阶段采取多品牌战略更有利于集团未来发展的结论。在此结论的基础上，为泉峰集团
自主品牌架构及定位调整提供建议，并构建相应的控制与保障体系。通过对泉峰集团自主品牌
战略规划的研究，指出品牌战略对目前多数制造企业的必要性和迫切性
泉峰集团的状况在国内制造企业中具有一定的代表性，本文中对泉峰集团自主品牌战略规
划的分析于研究，对其它国内制造企业也有借鉴意义
关键词：泉峰集团，品牌战略，SWOT
泉峰集团自主品牌战略研究
II
ABSTRACT
With the increasingly fierce market competition, to improve the core competitive power of
enterprises, more and more manufacturing enterprises are transforming from manufacturing products
to create brand. The concept of brand management is gradually thorough popular feeling. After nearly
20 years of rapid development, power tools manufacturing industry of China has been in the new
phase of strategic development. In this paper, based on the research of the Chervon group original
brand strategy, discuss the feasibility of the implementation of brand strategy in power tools
manufacturing enterprise, method of multi-brand strategy formulation，implementation strategies,
safeguard measures and the other important issues.
This paper integrated use the brand strategy management theory and method, combine the
development status of domestic manufacturing enterprises, and take Chervon group’s original brand
power tools as the research subject, systematic analysis the internal and external environment of brand
strategy management of Chervon group’s original brand. It is concluded that the multi-brand strategy
is more conducive to the future development of Chervon group. On the basis of this conclusion, it
provide suggestions for the original brand structure and positioning adjustment of Chervon group, and
build the corresponding control and security system. Through the reach of Chervon group’s original
brand strategy, this paper pointed out the necessity and urgency of brand strategy of most
manufacturing enterprises at present.
Chervon Group have a certain representation in the domestic manufacturing enterprises. In this
paper, the analysis of the Chervon Group's own brand of strategic planning, also reference for other
domestic manufacturers.
Keywords: Chervon，Brand Strategy，SWOT。