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Brand Promotion Strategy of Xiamen Haiyi Group Corporation Based on Brand Equity Assessment

Author: WangZengShou
Tutor: LiZhiYuan
School: Lanzhou University
Course: Marketing Management
Keywords: Brand equity Brand Equity Brand enhancement
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 165
Quote: 0
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Abstract


The early days of our country in order to give priority to the development of heavy industry and accelerate the industrialization of the country, with state-owned assets and state-owned enterprises. With the implementation of the reform of China's socialist market economy, the operating mechanism of state-owned enterprises under the strong impact of the wave of market-oriented series of reforms, state-owned enterprises has made some achievements, but behind the problem is still a need for objective squarely and reasonable solution brand of state-owned enterprises, so how to enhance value-added and effective management of brand equity, the need to carefully consider the issues of today's state-owned enterprises operating in markets with brand strategy, which will also raise the level of economic development and universal life has important significance. This thesis is one of 10 state-owned enterprises of their respective regions, the list of the top 500 Chinese enterprises in Fujian Xiamen sea wing Group Limited is a specific object of study, from the perspective of the assessment and management of brand assets, raised on Xiamen sea wing optimization of the Group brand programs and strategies. Papers on research topics elaborated divided into six sections: the first is the introduction, the main research background, significance and research framework; second part of Brand Equity Theory and Methods; The third part is Group of Xiamen sea wing the brands status quo; fourth part of the brand asset evaluation and analysis of the the Xiamen sea wing Group; fifth part of the Xiamen sea wing Group Brand Promotion Strategy; PART VI Conclusion and Outlook. Understanding of the corporate brand background papers to the David A.Aaker brand assets star model main brand asset evaluation, qualitative description and analysis, and by means of the Xiamen sea wing Group brand assets questionnaire for quantitative analysis. analyzing the current situation of the brand equity of the enterprise, the key influencing factors, and on the basis of brand equity on brand enhancement strategy. Detailed statement of the definition of brand equity value, brand equity evaluation model, brand research program design and data analysis content, and show the whole process of brand equity evaluation statistical analysis. The paper presents Xiamen sea wing Group brand mainly includes brand development strategy design optimization strategy, brand management, brand communication, brand crisis and brand extension. Papers Xiamen HAIYI Group based brand equity evaluation to enhance the brand strategy research will favor the combination of its own development strategy, refining a powerful brand lift breakthrough point, and enhance the competitiveness of the brand, the brand management of state-owned enterprises more accurate basis for decision making. The early days of our country in order to give priority to the development of heavy industry and accelerate the industrialization of the country, with state-owned assets and state-owned enterprises. With the implementation of the reform of China's socialist market economy, the operating mechanism of state-owned enterprises under the strong impact of the wave of market-oriented series of reforms, state-owned enterprises has made some achievements, but behind the problem is still a need for objective squarely and reasonable solution brand of state-owned enterprises, so how to enhance value-added and effective management of brand equity, the need to carefully consider the issues of today's state-owned enterprises operating in markets with brand strategy, which will also raise the level of economic development and universal life has important significance. This thesis is one of 10 state-owned enterprises of their respective regions, the list of the top 500 Chinese enterprises in Fujian Xiamen sea wing Group Limited is a specific object of study, from the perspective of the assessment and management of brand assets, raised on Xiamen sea wing optimization of the Group brand programs and strategies. Papers on research topics elaborated divided into six sections: the first is the introduction, the main research background, significance and research framework; second part of Brand Equity Theory and Methods; The third part is Group of Xiamen sea wing the brands status quo; fourth part of the brand asset evaluation and analysis of the the Xiamen sea wing Group; fifth part of the Xiamen sea wing Group Brand Promotion Strategy; PART VI Conclusion and Outlook. Understanding of the corporate brand background papers to David A. Aaker, brand equity 4.5 model as the main brand equity assessment methods, the use of qualitative description and analysis, and quantitative analysis by means of the Xiamen sea wing Group brand equity questionnaire analyzing the current situation of the brand equity of the enterprise, the key influencing factors, and on the basis of brand equity on brand enhancement strategy. Detailed statement of the definition of brand equity value, brand equity evaluation model, brand research program design and data analysis content, and show the whole process of brand equity evaluation statistical analysis. The paper presents Xiamen sea wing Group brand mainly includes brand development strategy design optimization strategy, brand management, brand communication, brand crisis and brand extension. Papers Xiamen HAIYI Group based brand equity evaluation to enhance the brand strategy research will favor the combination of its own development strategy, refining a powerful brand lift breakthrough point, and enhance the competitiveness of the brand, the brand management of state-owned enterprises more accurate basis for decision making.

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