Study On Brand Operation & Evaluation Of Modern Enterprise

Larry Light, an American scholar in marketing, pointed out that 'Thefuture marketing is competition of brand--brand competition in the marketoccupation rate. So it more important to hold the market than to own the factory, but the only way to hold the market is to have the competitive and preponderant brand."With the coming of knowledge economy and the integration of the global economy; brand has been becoming principal part of the market instead of the corporation and becoming the most steady operation factor and operation core of enterprises in the market. In some market economies countries, some enterprises has been come into a new period of brand competition after competition of product, price, technique, capital, quality and service, etc. More than 20 years market economy and reform & open policy also push the enterprises of our country into the international surge of brand competition. At the same time, China succeeded in entering the WTO, which means that every walk of life in our country and its products would face strong impact of many more foreign brands. But, the comprehension on the brand and the domestic research on the brand operation are obviously in arrear of abroad, there are too many mistake area for many enterprises in the process of establishing brand strategy and practice. Such as the ambiguous positioning of the brand, the cadaverous brand image, the disordered brand operation pattern and brand management, serious disjoint of the brand strategy with other related strategy, serious lack of the rationality and validity of the brand operation strategy, etc. Therefore, the domestic enterprises must change operation idea, recognize thecompetition situation, and integrate all kinds of resources through the brand so as to achieve brand competition advantage and strengthen competition ability of enterprises!From this point, this article set out from the comprehension of the brand, brought forward some modem brand operation ideas, which based on some scientific theories, such as economics, management, sociology, system approach, information theory, cybernetics and illegibility math, etc., and exerted with analysis methods of combination of theories and practice, combination of horizontal (in view of China and western nations) and vertical (from both historical and present points of view) research, combination of the qualitative analysis and quantitative analysis. Secondly, the paper put forward the support system of the brand operation relate to the domestic brand operation practice, and conceived modern essential patterns of brand operation and put forward some corresponding strategic tactics of brand operation combining the brand operation research in MaYingLong. Finally, the paper put forward constitutes of value of the brand operation at the basis of qualitative and quantitative analysis, and designed the index sign system of value evaluation of the brand operation. Moreover, brought forward operational method of value evaluation.