Research On Brand Operation For Electric Appliance Manufacturing Industry

In the time of market economy, brand has become an important tool for enterprises to occupy the market. With the improvement of people's living standard, brand is becoming more and 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 survive on a global competition. Along with the development of the ages, the market competition of our country's electric appliance manufacturing industry has been gotten more fierce. The 21 century will be a time that brand dominates the competition. Any enterprise which owns the well-known brand will plant feet sturdily in the market. The brand belongs to intangible asset of enterprise and has obtained attention more and more. This text starts with the existing problems of brand operation for our country's electric appliance manufacturing industry , following with introduction of related theories , definition and problems worth noticing in brand strategy execution.This text is divided into following six partsSection 1 is an introduction to some basic theories of brand strategy, being divided into four divisions. Division 1 is a simple introduction to the related theories and current condition. Division 2 is definition and characteristics of brand , division 3 introduces the creation and development of brand. The concept of brand operation originated from western capitalism nations and it also has experienced the merchandise age , and then developed from capital age to brand operation period finally. Division 4 is an elucidation for brand operation definition .Section 2 introduces the importance & necessity of the brand strategy execution with analysis of realistic circumstance of Chinese electric appliance and variety ofconsuming trend.Section 3 analyzes brand status quo for our country's electric appliance industry, being divided into two divisions. Division 1 is a whole introduction to the brand status quo of electric appliance manufacturing industry. Division 2 studies the characteristic showing on brand status quo of electric appliance manufacturing industry .Section 4 is a total analysis for brand operation in electric appliance manufacturing industry, which is divided into seven divisions. Division 1 is an introduction to how to run brand operation. Division 2 to division 7 mainly introduce the problems worth noticing when executing brand strategy .Section 5 discusses the brand core competitiveness and organization that brand strategy is applicable.Section 6 draws conclusion for viewpoint of the paper & research result, and raise the problem needing further research .