Research On Strategy Of Enterprise Brand

In the time of market economy, brand has become a important tool for enterprises to occupy the market. With the improving of people's living standard, brand is becoming more important. In the day of economy globalization, Chinese enterprises have to pay emphasis on brand strategy in a strategic height if they want to live on in a global competition. This paper explains the implications of brand and brand strategy and put forward the basic categories of brand strategy, i.e. the technically leading strategy of brand, the lowest cost strategy of brand, the differentiation strategy of brand and the specialized service strategy of brand. This paper analyses the gap between Chinese brands and the world famous brands and probes into the cause of brand strategy crisis facing Chinese enterprises. In the writer's opinion, it had far-reaching significance in promoting the innovation of enterprises system and the establishment of market economy by improving managing quality, transforming managing mechanism and fostering a number of enterprises with famous brand. Brand strategy is a systematic project. The growing of brand needs a fine market environment, sound legal environment and system environment, where The government plays a important and a irreplaceable role.