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China Enterprise Brand Strategy

Author: LiuZhiCheng
Tutor: XuXiangYi
School: Shandong University
Course: Business Administration
Keywords: Brand Brand Orientation Brand Extensions Brand Strategy
CLC: F273.2
Type: Master's thesis
Year: 2006
Downloads: 2291
Quote: 11
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Abstract


In the time of market economy, brand has become a important tool for enterprises to occupy the market. With the improving of people’s living standard, brand is becoming more important. In the day of economy globalization, Chinese enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition.In this paper, we started from the origins、 definitions、 functions and sorts of brand, then analyzed the actuality of the brand strategy in our country enterprises and the gap between Chinese brands and the world famous brands. And then probed into the cause of brand strategy crisis facing Chinese enterprises. By analyzing the two cases of Coca Cola and Wahaha, we known how Coca Cola did brands building from 6 aspects to form one big brands empery in the end, and how the Wahaha corporation did the brand orientation and brand extensions, how did the brand strategy plan and the brand strategy actualizing etc, and educed the revelatory conclusion for Chinese enterprises building brands . In the end we educed the study intentions and results, pointed out we needing the brand strategy plan first at all in Brands Strategy 。On the base we should adequately understand the special circumstance of enterprises, and make the brand strategy integrate with scientific research 、 manufacture 、 sell、 promotion and service etc, make out the seemly policy。 We consider the brands building is a long-term investment, is a strategic project, is a whole business system. It needs the right decision-making and action taking one thing with another about scientific research、 manufacture 、 sell 、 promotion and service etc. After resolving four aspects issues about brands plan namely brand decision-making、brand mode、 brand identity and brand extensions， we point out 9 constructive advices in the road of brand building to aim at the mistake and deficiency in building brands of Chinese enterprises.This study results have the guidance significances, can help us resolve some problems in the brand strategy building.

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