Studies On Brand System Of High-tech Enterprises

The new century is the one of hi-tech competition between countries and every country puts hi-tech on the highest rank of national economical development, which decides the fate and perspective of the nation. With the ever-going-on marketsubsection of hi-tech product and brand cognition of consumers ,hi-tech enterprises implement 搈ulti-product marketing strategy?-- Brand Extension, Product-line Extension and Muli-Brand Strategy ,which accordingly render the traditional Uniproduct strategy and its linear management model lag behind. Therefore, the establishment of the Brand Management system well determines the development of hi-tech enterprises.This thesis includes a theoretical introduction and a case study.In the former chapter. 揾i-tech?is firstly well defined ; then after detailed introduction and comparison of the Brand Strategy ,the new concept of the 揃rand Management System攊s expounded ,Brand Manager System ,Brand Company System and Brand Enterprise System are introduced and together with the misunderstanding in China抯 practice . In the end of this chapter, the significance of the research is explained----to implement the Multi-products strategy and the establish Brand Management System. In the case study, we examine the practice of ONLY, which implements the Brand Extension and establish Brand Management System. ONLY conducted an extensive and profound market research and therefore put into effect the well-planed Brand Strategy and abtained primary success, but also show out the deflects of the system . the author firstly analyze the very causes of the problems ;then compare the adaptability of each system and finally put forw&d the solutions to the existing problems of ONLY.