创新、品牌和销售网络——杭州天堂伞业集团成长的案例研究

Innovation,brand and sales network——the case study: the growth of a family business

杭州天堂伞业主要依靠自有资金在过去20年间持续发展。注重产品质量、通过创新发展品种、建立营销网络和恰当的品牌策略,是其成长的历程中的亮点。杭州天堂伞业能否进一步持续发展取决于能否在保持品牌形象的同时降低成本,或者能否将其经验创造性地用于国际市场的开拓:将“天堂伞”从中国知名品牌提升为世界知名品牌。

Hangzhou Paradise Umbrella Group(abbreviated HPUG) has been progressing in the past 20 years mainly relying on its own funds.In the process of its growth,it has lots of merits,such as focusing on product quality,innovating different types of products,establishing sales network and utilizing appropriate brand strategy.The key point to be ongoing development is either of following tactics.First,whether it can reduce the cost,while keep its good brand image.Second,whether it can use its experience to develop international market and promote its brand of Paradise umbrella to be a well-known brand in the world.