The Study On Strategies Of Brand Equity Management For Chinese Enterprises After China's Entry Into WTO

By employing the methods of comparative analysis, factor analysis and demonstration study, the thesis examines the relationship between brand equity value and enterprise value. In studies of factors affecting brand equity, it reveals the relationship between brand equity management and enterprise development strategies as well as the strategic significance. This study hereby put forward management strategies for Chinese enterprises concentrated on brand equity management after China's entry into WTO in hopes of helping to establish and adjust development strategies for Chinese enterprises in new circumstances.The thesis is composed of six chapters. The first chapter is background analysis: a brief introduction of existing status of brands development domestically and abroad, the development of brand equity and related theory researches. The second chapter is basic theory analysis: stating of researches on modern intangible assets, brands and brand equity. The third chapter is an analysis of existing status: a brief summary of foreign and national brand equity development in China market as well as the existing status of foreign companies entered into China market and their strategies, indicating the problems in brand equity management of Chinese enterprises. The fourth chapter is the factors affecting brand equity and value evaluation: analyzing mainly the factors affecting brand equity value and stating related theory researches and practices on evaluation of brand equity at home and abroad. The fifth chapter is about the influence and function of brand equity management contribute to enterprises' development: with the clue on value that intangible assets contribute to enterprises and affecting factors as well as the existing status and examples of related brand equity management at home and abroad, it analyzes the relationship between brand equity management and enterprise management in detail and states the significance of brand equity management in enterprise development. The sixth chapter is the strategic researches on brand equity management: based on the factors in enterprises, it explores the methods of brand equity management that Chinese enterprises should adopt after China's entry into WTO.