Brand Promotion Strategy Of Xiamen Haiyi Group Corporation Based On Brand Equity Assessment

In the early days, our countries in order to priority develop heavy industry and accelerate the realization of country's industrialization, then have the state-owned assets and state-owned enterprises. Along with our country socialist market economy system reform, State-owned enterprises in the strong impact wave mercerization carried on a series of reforms, the state-owned enterprise though acquiring certain achievement, but behind the achievement,there are still some problems need to face and solve. How to state-owned enterprises brand promotion, brand asset appreciation and effective management, it is the question that state-owned enterprises in market operation adopt brand strategy need to think. It is important for economic development and national improvement of living standard.This thesis base on Xiamen Haiyi group Co., LTD which is one of the top 10 state-owned enterprises in Xiamen. For research object, from the brand assets evaluation and management perspective, proposed optimized plans and strategies to Xiamen Haiyi group brand. There are six parts in the thesis. First is the preface, include the research background, significance and research framework. Second is the theory of brand assets assessment. Third is Haiyi group brand situation. Fourth is the evaluation and analysis of Haiyi group brand. Fifth is promotion strategy to Haiyi group. Sixth is the conclusion and prospect.This thesis used David A.Aaker's brand asset five-star model as main evaluation manner, using qualitative description and analysis, and through the Haiyi group brand assets questionnaire to do the quantitative analysis, this include the situation of the enterprise brand assets, factors of influencing the brand assets. Then put forward on the basis of about promoting brands strategy. This thesis gives the detail of brand equity definition and value of brand, brand asset evaluation model, brand investigation design and data analysis, showing the content such as brand assets evaluation process. The promotion strategy include:the brand development strategy design, brand management, brand communication, brand crisis and brand extension.This thesis will be conducive to the enterprise to develop its brand, extracts powerful breakthrough point, enhance the brand competitiveness. Provide more accurate decision-making to state-owned enterprises. In the early days, our countries in order to priority develop heavy industry and accelerate the realization of country's industrialization, then have the state-owned assets and state-owned enterprises. Along with our country socialist market economy system reform, State-owned enterprises in the strong impact wave mercerization carried on a series of reforms, the state-owned enterprise though acquiring certain achievement, but behind the achievement,there are still some problems need to face and solve. How to state-owned enterprises brand promotion, brand asset appreciation and effective management, it is the question that state-owned enterprises in market operation adopt brand strategy need to think. It is important for economic development and national improvement of living standard.This thesis base on Xiamen Haiyi group Co., LTD which is one of the top 10 state-owned enterprises in Xiamen. For research object, from the brand assets evaluation and management perspective, proposed optimized plans and strategies to Xiamen Haiyi group brand. There are six parts in the thesis. First is the preface, include the research background, significance and research framework. Second is the theory of brand assets assessment. Third is Haiyi group brand situation. Fourth is the evaluation and analysis of Haiyi group brand. Fifth is promotion strategy to Haiyi group. Sixth is the conclusion and prospect.This thesis used David A.Aaker's brand asset five-star model as main evaluation manner, using qualitative description and analysis, and through the Haiyi group brand assets questionnaire to do the quantitative analysis, this include the situation of the enterprise brand assets, factors of influencing the brand assets. Then put forward on the basis of about promoting brands strategy. This thesis gives the detail of brand equity definition and value of brand, brand asset evaluation model, brand investigation design and data analysis, showing the content such as brand assets evaluation process. The promotion strategy include:the brand development strategy design, brand management, brand communication, brand crisis and brand extension.This thesis will be conducive to the enterprise to develop its brand, extracts powerful breakthrough point, enhance the brand competitiveness. Provide more accurate decision-making to state-owned enterprises.