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The Research on LuXiang Group Corporation’s Brand Strategic Management

Author: ChengSheng
Tutor: ZengDeMing
School: Hunan University
Course: Business Administration
Keywords: LuXiang business enterprise Brand strategy Brand vision Strategy
CLC: F273.2
Type: Master's thesis
Year: 2008
Downloads: 64
Quote: 0
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Abstract


How the business enterprise of lately economic ages own the most problem that the last long vitality faces is how build up a business enterprise with implement of brand strategy.Who own powerful brand, who owned the capital of competition, the future competition was the brand strategic war.This text passes the analysis to develop the strategic present condition to the LuXiang group company, finding out currently the business enterprise existent problem, and make use of the SWOT and the Porter’s five dints analytical method to carry on for the related problem especially because of analysis, combine the competition environment that the current LuXiang business enterprise faces, put forward the basic way of thinking of the brand strategic management:With business enterprise brand vision for lead to, combine exterior environment, open an exhibition from inside but outside establishment and implement of the brand strategy with raise cognition and brand association of thought of the brand loyalty, brand popularity, quality of business enterprise, and attain the higher market share as purpose, carry out the vision of business enterprise brand gradually.Is business enterprise good reputation and the combination body with information, the brand is the technique, quality, function, culture, market position...etc. that business enterprise and its product include to cause formative information system, is the sign system that business enterprise and its product identify.This text elaborated the LuXiang method of strategy establishment and implement of the business enterprise brand, the aim was enhancing customer’s association of thought and loyalty for LuXiang brand, improving the competition ability of product and business enterprise.Once the LuXiang brand became a honest customer and stable market, would be the extension of market quota as a result directly, make thus LuXiang the sale sum of the business enterprise increase, trade the cost lower, making the business enterprise acquire additional profits, therefore, LuXiang the brand of the group strategy should is LuXiang the business enterprise keep competitive advantage of a kind of powerful tool.This text was comprehensive to make use of the British brand expert’s of the Leslie De Chernatony to put forward of combine exterior environment from inside but outside vision direction type theories with strategic brand, draw lessons from experience that the people of the past tally up, put forward LuXiang a business enterprise an implement brand to lay particular emphasis on point strategically with concrete method, build up perfect organization organization and the brand strategic result and appraise system, create good corporate culture, these to LuXiang business enterprise how reply and complicate increasingly of market competition, raise its core competencies completely, should have solid instruction meaning of slice.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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