Author(s)

Xu Guo, Guosheng Su

Corresponding Author

Xu Guo

ABSTRACT

The economic booming has so far enabled Chinese People to live lives of higher qualities to a large extent. Together with the strengthened awareness of audience targeting and consumption structure transition, consumers have higher levels of requirement on things like, an easier accessibility to product information which interests them, an increased chance of being involved with products and an enhanced experience in product operation at the same time. The consumers would like to purchase based on the direct contact experience rather than being enticed merely by one-way mass advertisement. At current stage, redundant outputs in window & door hardware industries have intensified the repetition of similar styles, which, in return, breeds ferocious homogeneous competitions in industries. Therefore, window & door hardware companies are expected to rival the world with their unique brand images and the established customer loyalties for a stable and longstanding development in future. This article studied on the case of ASSAABLOY Guoqiang Hardware Technology Co., Let., took the expo as entry point in analyzing how to increase brand values of window & door hardware enterprises, indicating that large scale exhibitions show advantages in integrating the targeting groups relative to each other in profit interests so as to carry out the streaming and controlled plan and management of touch points in services at pre-, intermedia - and post-stage of the expo by using the service design methods, guiding users the information extractions directly through the sensory experiences, imbedding the brands of enterprises into customers’ minds, accordingly increasing the brand values of enterprises in the end.

KEYWORDS

Consumers; window & door hardware enterprises; Brand Values