Study On Brand Management Of Enterprises Of Xinjiang Production And Construction Group (XPCG)

The dissertation considers the brand management problem of enterprises of Xinjiang Production and Construction Group(XPCG.)as research object. It mainly put emphases upon both studying practical conditions, problems, causes of the brand management of XPCG enterprises and the system of building strong brand. Mainly basing on the theory of brand equity and the theory of brand extension, applies statistics analysis, comparison analysis, the case example analysis and questionnaire investigation, and systematically analyses the status of the management of enterprise's brand in XPCG.Firstly, the author makes clear the definition of brand,brand management, the core value of brand,brand positioning,strong brand that may cause controversy, and briefly elaborates the relative theories used in the thesis, such as brand equity,brand extension. By looking back the formers` research, the thesis proposes the difficulty and keystone that may exit in the brand management of enterprises of XPCG.Secondly, according to the current literature research about the development statue of enterprise's brand in XPCG, we can find that the development of enterprise's brand in XPCG have already come into effect. But there is still a big gap between local Xinjiang and the coastal developed area. The on-the-spot and questionnaire investigation shows that the management problem of enterprise `s brand is also very serious. Through the comprehensive analysis of the inside and exterior factors of enterprise, we can make the conclusion that the above problems may be caused by the absence of government support, the lack of brand strategically consciousness and plan, the pinch of the brand knowledge and the persons with ability, and the frequently replacement of the top manager.Thirdly, on the base of finding out the problems and reasons of enterprise's brand in XPCG presently, linking the fact of XPCG,the author sets up the system of strong brand construction that mainly establishes from the four aspects of the analysis of macroscopic and microscopic environment, the brand strategically programming and implementing, and the brand maintenance, and that may be useful to enterprises in XPCG.At last, this thesis puts forward to the countermeasures and suggestions of establishing the strong brand from the two aspects of corporation and government.