Study On Brand Operation Stratege Of Modern Enterprises

As a buyer's market is coming into being, consumers have more choices of products. More and more people tend to buy famous brand goods, brewing and raising the idea and concept of brands. In the light of this tendency, Many enterprises deliberately start business activities of brand operation, bringing China's domestic market into a competition of famous brand commodities. Brands have become a well-known economic phenomenon. The 21st century is an era of famous brand competition. Under this background, studying the phenomenon possesses both theoretical and realistic significance.Combining nominal and positive analysis, the paper probes into the brand phenomenon, which attracts the attention of more and more enterprises and the theoretical world in China. Taking the brand operation of enterprises as its main topic, the paper discusses the theories of creation, development and management of brands, the paper also points out the problems existing in the brand operation of China's enterprises and their solutions.The paper is composed of four chapters arranged as the followings:Chapter one focuses on basic issues concerning the theories of brands, such as connotation and characteristics of brands, the analysis on regularity of brand growth.Chapter Two centers on the theories of brand creation, three important elements as following: positioning, designing and popularization.Chapter Three discusses brand globalization, chartered operation and chained operation and brand merging as well.Chapter Four analyses the operation of individual brand and China's enterprise efforts in the operation of brands.The paper breaks new ground in the following aspects:1. The paper focuses the study on the brand operation of modern enterprises, which creates a new way for theoretical study of brands.2. The paper puts out elementary theory, basic theory, and three-stage theory about the creation, development and management of brands, thus forming a theoretical frame of brands.3. The paper takes firm theory, competition theory and management theory as the theoretical basis of brands.4. The paper holds that a brand stands for a kind of business relation between an enterprise and consumers, between an enterprise and its shareholders , employees * creditors, suppliers > media etc., instead of a kind of "mark".5. The paper considers brand operation is an inevitable choice of a modern firm. Before brand operation lie product operation, quality operation and capital operation. Brand operation is the basic feature of modern enterprise management.6. The paper expounds the relation between brand operation and marketing. Brand operation is the result of the development of marketing. Marketing is the first stage of brand operation; brand operation is the core of marketing. Marketing lays the foundation for the success of brand operation, for the creation and growth of a famous brand.7. The paper insists that the design of a brand forms the key part of the creation and development of the brand. It covers trade mark, name, advertisement words, layout, basic color, standard characters etc., observes certain rules and reflects the culture, business idea and image of a given enterprise.8. The paper puts forward three steps for the propagation of a brand and discusses in detail the basic methods, means and plans for the propagation, which is conducive to practical use.9. The paper suggests that brand is the mainstream resource of an enterprise, that the resource distribution and arrangement should give preferential treatment to its brands and be carried out around the core resource of brands.10. The paper draws a full picture of the main methods and ways of brand development, especially of the function and methods of chartered operation, chain operation and brand merging. It stresses that the content and method for refreshing a brand are to increase its usage, enter new markets, improve the product functions, expand service, reposition etc.11. The paper holds that brand management i...