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Brand Strategic Research of K Software Company

Author: ZuoHaiMing
Tutor: ZuoXiaoDong
School: Beijing Jiaotong University
Course: Business Administration
Keywords: Brand Strategic Brand Software Company
CLC: F273.2
Type: Master's thesis
Year: 2012
Downloads: 279
Quote: 0
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Abstract


B2B (business to business) field, many people believe that the brand seems unrelated to these areas of business, many B2B enterprise managers believe that the brand for consumer products and consumer markets, branding relevant to B2B companies. Microsoft, IBM, Intel, Cisco, SAP, is a vivid example of B2B brand can become the world’s most powerful brands. K-software company in the ERP software industry, ERP software as one of the industries in the field of global B2B business consulting services, software sales, its core business model for K-software companies to build powerful brands, the rapid spread of the product can provide the value of interest and reduce business risk is this article intended to solve the core problem.In this paper, in-depth study for K-software company’s brand strategy, provide a useful reference and guidance for the company to build brands and win competitive advantage in the future. The thesis consists of six chapters, on the basis of the relevant theory Summary of research, first to analyze the market environment of the K software company; and use of SWOT analysis, analysis and informed the company’s core competitiveness; then use the STP strategic analysis of ideas layers of analysis, the K software company’s market segmentation, target user market selection and market positioning; explore K software company’s brand positioning strategy, and branding decisions, brand model to select, define the brand identity, brand extension planning, brand planning, brand integrated marketing communications planning of six brand strategic planning, from a human resource strategy, financial strategy of the two enterprises in brand management, the core functions of the department dimension K software company’s brand strategy, support strategy, improve the corporate brand building the department’s organizational structure and KPI system to give more responsibility and authority of the brand sector, increase brand corporate ownership mentality of the staff; the financial side, the enterprises should be transformed into a financial concept.The purpose of this study is to offer some suggestions for K software companies to develop brand strategy in the fierce market competition through a combination of theoretical and practical, and also provide a reference for the company of the same industry.

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