HY Company's Brand Building Research Based On Customer Value Innovation

With the increasingly fierce market competition and the constant change of customer’s demand,survival and development of brand is facing more and more austere challenge.This paper is based on customer value and aimed at brand formation,taking HY company as a case study.This research discusses customer value creation strategies on turning traditional competition strategies into modern brand building choices.The definition of brand discussed in the paper refers to a name,a noun,a symbol,or design,or a combination of them,which can let the consumer differ products from competitors’ products.A successful brand is to provide updated,largest customer value.With the fierce market environment,customers become pickier.If enterprises can not need customers’ need and varied requests or provide them value,customers will decrease.And the core of customer value innovation is reaction and analysis towards customer’s need and providing them better products or service,as well dig the value,make difference and promote enterprise development.Under this background,this paper draw experience from the results of other researchers,integrated innovation theory,customer value theory and strategic theory as the system in this paper,the theory of customer value innovation,and the appropriate innovation research.HY company with manufacturing enterprises is regarded as the research background.This paper is based on customer value innovation brand construction research,trying to effectively for the enterprise brand construction to provide theoretical and practical guidance,for the enterprise in the fierce market competition both at home and abroad,and create a new market space to achieve and maintain excellent performance.The contents of this paper contains the following:The first part is introduction and the second chapter is theory basis,which introduces the brand strategies and customer value innovation theory.The third part is the background information of the company,which introduces the basic information of HY company.The forth chapter analyzes the current situation of brand management in HY and summarizes the existing problems.In the fifth part,the paper discusses how to take advantage of customer value innovation theory to conduct a brand building strategy,in order to promote the brand value and competence in market,by creating precious customer value.The sixth part is a conclusion and foresee to future research direction which summarizes all the paper and present the next step and possible directions for further research in building new brand.