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The Research On The Strategy For Brand Innovation And Counter-Measures In Hubei Province

Posted on:2004-08-23Degree:MasterType:Thesis
Country:ChinaCandidate:Q H XuFull Text:PDF
GTID:2156360092475920Subject:Technical Economics and Management
Abstract/Summary:PDF Full Text Request
The new age of the competition in brand internalization has come. Brand has crossed the cultural obstacles and has become a new international language used by millions of families throughout the world, attracting the global consumers with its unique glamour. China has been relentlessly pushed into the borderless and endless competition-the brand competition. Brand-core strategy has become the important mechanism for enterprise reorganization and resources re-allocation. The focus of marketing strategy has begun switching to brand design and popularization, brand expansion and extension, thus giving rise to the new concept of brand innovation. In order to survive, maintain advantage, and gain foothold in the market, brand needs innovation, and precedence over the rivals in technology, service and other respects, and it is necessary for the brand to offer, more comprehensive and satisfactory services and meet the customers'higher demands to maintain brand.The thesis constructs the system of brand innovation by analyzing the connotation of brand and the relationship between capital operation and brand innovation; points out the theory of the influence of brand innovation on the development of regional economy by studying the relationship between brand innovation and regional image and economic strength; forms the quantitative model of brand innovation on economic development and analyzes the total status and the regional structure, industry structure and technological structure of the brands of the products made in Hubei on the basis of index system of brand value and appraisal of the quantitative model; proposes the main field and strategy for brand innovation in Hubei: lean strategy, leap strategy and leading strategy by analyzing the environment, principles and guidelines of the brand innovation in Hubei. Based on these, the thesis puts forward the counter-measures to carry out the strategy of brand innovation in terms of government policy system, enterprise development system, market direction system and social supporting system.
Keywords/Search Tags:Brand, Brand innovation, Lean strategy, Leap strategy, Leading strategy
PDF Full Text Request
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