Study Of Brand Strategy Based On The Customer Value Innovation

Along with the increasingly intense of market competition, the constant change of customer's demand and the rapid development of science and technology, survival and development of brand is faced with more and more austere challenge. Then, how to obtain the continuously competition advantage in order to establishing in the marketing competition for the brand of enterprise of our country when faced with the complicated and changeable management environment, as well as the market opening and the economy grows of our china? A lot of researches and practices indicate that strategy management is an ultimate approach for the brand to obtain continuously competition advantage in complex and turbulent environment. The customer value innovation strategy is replacing the traditional strategy of competition to become modern brands' strategic choice for high growth.Customer value innovation strategy means enterprises make one's own value chain different from rival, open up the path separately, out of the common, get around the competition, reach the uncontested realm and realize excess value, it is the specifying of an ultra competition idea. Value innovation pursues both the promotion of value and the reduction of cost rapidly, so it could create the value for enterprise more convenient. What' more, it is one of the main methods to improve key competitiveness of enterprise. The customer value competition strategy is quite different from the traditional strategy of competition, such as the trade supposing, strategic focus, resource and ability, products and service and treating the customer respect.First of all, this thesis comments to the relevant theories of the strategy of the existing brand, pointing out its theory defect and the problem needing studying further, and then puts forward the demand that study a kind of new strategic of brand. Then, it introduces customer value innovation, customer effect and the development of customer value theory, analyses the strategic logic of customer value innovation, compares customer value innovation strategy with traditional strategy of competition, and probes into six kinds of modes and strategic effects of customer value innovation. Meanwhile, it analyses how to carry on value innovation based on customer avail , and designs the model of the brand strategy based on customer value innovation. In the end, it analyses to Chang Hong that belongs to china, in order to prove that it is feasible to carry on value innovation strategy research to brand in China.The ultimate purpose of this thesis is to prove that by the study how to promote the brand competitiveness with customer value innovation strategy to manage the brand of our country, to create excellent customer value for obtaining the competition advantage of brands, so as to help the brand of our country establishing on the knowledge economy times.