A Study On The Hi-techs Brand Strategy

Hi-tech enterprise is the main body of national economy in the 21^st century, it has many unique features in the aspects of both technology and economy compared to traditional corporations. Accompanied with the process of economic globalization, competition became more and more fierce around the world, and the differences among high-tech products diminished, the properties of products converged gradually. Under such a circumstance, hi-tech enterprises wouldn't distinguish themselves from others successfully if they still rely on only their technological advantages or on their high-quality products, just as what they did at past. To success, they should eliminate the erroneous strategy of "high quality liquor won't be hindered by narrow lane", at the same time, strengthen the brand consciousness of all staff. If only do in this way can enterprises pave a way for their unique brand strategy.From a relatively narrow perspective, this essay advanced a model for brand strategy of general corporations. in following passages , it still further formulated , combined with female-male model of high-tech brand in chapter 3 , that high-tech corporations should seek for an effective balance between rationality and sensibility which embody two aspects of human nature, so that the brand equity get added dynamically.The paper consists of six chapters. Chapter one is introduction, it gives an overall description about the paper concerning its contents, structure and origin points.Given a brief introduction to related connotations regarding brand and brand strategy, chapter two constructed a basic model for hi-techs to practice brand strategy.Chapter three, having make clear the definition of hi-techs as well as its tech-economic properties, it reaches a conclusion of that, practicing brand strategy is more particular than traditional enterprises, as far as hi-techs are concerned. Thereafter, a female-male model for hi-tech brand is adopted.Analyzed and introduced the objects of brand strategy model, chapter four produced brand-production matrix and brand hierarchy model, paved the way for choosing a proper brand strategy elaborated in chapter six.Briefly mentioned and analyzed environmental factors in strategy model, chapter five attempts to add some supports for strategy and,Chapter six, being the stone bone of the paper, is a melting pot of all chapters. It mixed strategy model with economic mechanism of brand credit (chapter 2), female-male model (chapter 3), brand-frame model (chapter 4), and macro-micro environment (chapter 5) that strategy will be faced, illustrated the way for hi-techs to run a brand strategy.