《商业银行资金周转》由会员分享，可在线阅读，更多相关《商业银行资金周转（12页珍藏版）》请在金锄头文库上搜索。
1、河南理工大学2013本科毕业生REFLECTIONS ON PROBLEMS AND SUGGESTION OF BRAND STRATEGYBy T.BettinaWith economic development and peoples living standards, increasing the wealth of material and products, business competition from products and services, competition, to a higher stage of the competition between brands
2、. Brand is both a business products and services unique to the mark, to some extent also is a standard and commitment. It is a business permit to enter the market and consumers a bridge between the enterprises are relying on market positioning. Brand strategy and practice of systematic research, onl
3、y started in the late 1980s. In 1988, Philip. Morris and Nestles acquisition of two well-known, so that the brand value of the assets of the market to be officially confirmed, marking the modern era of the brand. Chinese enterprises in the theory and practice of brand strategy in recent years has ma
4、de considerable progress and development, but the West still a big gap compared with developed countries. Promoting the brand strategy will help enterprises establish an advanced view of the market, and strengthen the awareness of the market. First, the concept of brand strategy-related analysis (A)
5、 the definition of brand and constituteThe most basic brand is defined as one intended to be used to identify (or group) vendor in terms of quality products and services names, terms, mark, symbol or design, or their combination, and intended to be used to distinguish one (or a group) and its vendor
6、 Competitors. Brands include brand names, trademarks and brand logo. Brand, in essence, represents the seller to the buyer on the delivery of the product features, benefits and services, consistent commitment to the brand is the best guarantee of quality. The brand is divided into 6 levels of meanin
7、g: attributes, interests, values, culture, personality, the user. Therefore, the most durable brand is the meaning of their values, cultures and personalities, including visual, emotional, the idea that they constitute the essence of the brand. (B) the definition of brand strategy with the aim of Br
8、and Strategy, as its name implies, is the corporate brand to create, use and maintenance of the core, in its analysis of conditions and the external environment on the basis of the development of the overall business plan of action. From the practical point of view, is the choice of brand strategy,
9、packaging, training, promotion and protection of a particular brand, reputation make it step by step and give full play to the effects of brand-name brands and companies to promote their own development and growth. The main purpose of the brand strategy is to create high visibility, high credibility
10、, and a larger market share enormous economic benefits. First, high visibility. High-profile corporate products and services to smooth the sale an important factor in business and a great intangible asset. Secondly, the high degree of credibility. A high degree of credibility is a business and all e
11、mployees and even years of hard struggle of several generations, well-formed operation of the enterprises and products in the market a good impression on the minds of consumers. To the consumer, the high degree of credibility means that the quality of high-tech content and a good level of service; c
12、ooperation of enterprises and banks, financing, a higher degree of redibility means that reliable and trustworthy. In a market economy, only about reputation, business can be the main market recognition can be long-term development. Thirdly, a larger market share. Market share from the market covera
13、ge and market share both to consider. Corporate brand through the implementation of the strategy, to increase brand awareness, reputation, business products and services to increase market share, which is good business to ensure effective. Fourth, the huge economic benefits. The success of the brand
14、 strategy can make the product more of the sales market, but also in the market than similar products of a higher sale price. As a result, brand-name products and good services to achieve significant sales and higher profits for companies bring in huge commercial profits. We can see that the brand s
15、trategy is to expand the direct purpose of the enterprise products and services in the market, so as to increase market share and achieved great economic benefits. In the long run, the brand strategy is to achieve the brand and grow the business and sustainable development. Second, Chinas enterprise
16、s of the importance of brand strategy. Since the reform and opening up, Chinas economy has experienced sustained growth for decades. With the economy expanding and opening up, Chinas domestic market has been in the international market has become an important component of Chinas enterprises to participate in international competition means great changes have taken place. World-renowned ente
