Research On Building Brand In High-tech Enterprises Of China

21 century is the one of hi-tech competition between countries and every country puts hi-tech on the highest rank of national economical development, which decides the fate and perspective of the nation. With the ever-going-on market-subsection of hi-tech product and brand cognition of consumers, "brand" become more and more important in the competition of the high-tech product. But in general, building the high-tech brand in our country is still in the start-up stage, the development time is shorter than the overseas strong brands and the theoretical level relevant to brand is relatively lower, these seriously restrict the high-tech enterprises of our country to head into the internationalization's step. Today, how to quickly build a strong brand becomes an important lesson in the high-tech enterprises of our country. On the basis of integrating several kinds of classic theories of brand, the author tried to establish a theoretical frame of quickly creating a strong brand which includes in four stages: market analysis, brand positioning, brand identity and brand communication. They affect mutually, limit mutually, and constituted a cyclic organic system. Moreover, the brand core value should be the core of the process of creating brand. Above contents found the theoretical basis of the whole article. Finally, in comparison with the abroad high-tech brand we found it exists lots of great margin between our high-tech brand and abroad. The author deeply analyze the reason of its formation by the above theories, and try to bring up some solutions from the macro and micro view, and hope it can guide creating brand of high-tech brand of our country on some degree. The theories of building brand is a dynamic and complicated system, the high-tech enterprises should insist on the spirit of innovation with time, and in-vestigate hard and continuously adapt to new variety of the brand theories in the new economic term.