Research Of Strategic Management About Which BKX Enterprise Seeks The Development With Brand Operation

Ever since reforms and opening up in China, medium and small sized private enterprises have sprung up rapidly and now its amounts are increasing steadily. However, at present, these enterprises that have really been developed account for quite minor proportion merely. But most of medium and small sized private enterprises are in low and middle development level. After China' s entry into WTO, under the environment of globalization competition, it is the most important how to find out and establish its core advantages for medium and small sized private enterprises. At the same time it is also the problem that these enterprises need to solve urgently in our country at present. The purpose and meaning of research in the thesis are as follows: On the one hand, find out the thinking for future development of the enterprise by strategic research about which BKX enterprise seeks its development with brand operation; On the other hand, put forward one thinking for the development tendency of similar businesses in the same industry and even medium and small sized private enterprises in other industries. Moreover, probe into the developmental strategy of medium and small sized private enterprises by the link with existing actual situations in China.Owing to many reasons such as background of history development and economic system, the theoretical research of brand operation strategy by foreign experts and scholars tends to reach mature. One of majorauthoritative scholars in the fields of American brands and brand assets is David. A. Aaker, who has a lot of writings on the aspects of brand construction and management including the trilogy such as Managing Brand Value, Building Strong Brands, and Brand Leadership etc. which are paid close attentions from the whole world. Especially in the writing of Brand Leadership, the author puts forward a new-type pattern of brand leadership that leads the supervisors of enterprise to understand the meanings of brand further. Chinese enterprises were aware of brand value very late, and in recent years the people have gradually realized that the brand is also a kind of invisible capitals that can create the value for the enterprise. The research of theory mainly uses relevant foreign theories for reference, but does not combine itself with the actual situations of Chinese enterprises completely and establish the theory of brand strategy that adapts to the development of Chinese enterprises. Thus, the research of brand operation strategy for BKX enterprise in this article has more practical meanings for directing the actual operations of enterprise.The thesis regards demonstration method as main research measure, draws lessons for related literature information and uses five-forces model of Porter for the analysis of spirits industry; use the method of analysis about value chains so as to find out the key links in which the enterprise has core competition advantages in the operation activities; use the method of SWOT for analyzing the outer opportunities and threats, inner strengths "and weakness, etc. so as to find thecompetitive strategy that matched the resources of enterprise.The whole thesis is consisting of three parts, as follows: Part 1: BKX strategic adjustment from multiple operation to professional operation of brand. This part mainly describes that it has been developed by multiple operation strategy and direct-sales pattern of sales mode in the short time after the establishment of BKX enterprise. However, because the resources of enterprise does not comply with its multiple operation strategy, it leads to losing the control of direct-sales channels and brings about the crisis of channel that blocks the development of enterprise. Therefore, the existing resources of enterprise indicate that we must conduct the whole courses of implementing strategic adjustment.Part 2: Strategic research about which BKX enterprise seeks the development with professional brand operation. This part mainly make use of method of SWOT to analyze the outer opportunities and thr...