Research On The Breeding And Developing Of The Brand TPCO

Presently, as the new economical age approaching, market environment changes dramatically. New technology and products continually emerge according to the science and technology development; differences among the similar products are diminishing in every aspect from technology, cost to service and so on. All these show the market competition gradually rise to a higher level as the brand competition. Brand, which has become the vital method for enterprise to seize the market, are becoming more and more important. In global economic today, if China's enterprises want to survive, they must emphasis on the brand cultivation and development in the strategy level.This article first analyzed the differences between our country brand and the international well-known brand and inquired into the deep reason, then simply summarized on the brand theory.Then, The article researched on the constructing and implementing process of the independent brand cultivation and development system for the Tianjin Pipe Company(TPCO). It established an two-dimensional appraisal model for brand evaluation, and carried out the evaluation for the TPCO brand. Based on these, it gave an strategy analysis both on industry situation and interior environment, to demonstrate the necessity and feasibility for the TPCO to carry out brand strategy. It concluded the successful experiences on the brand construction; clarified the core and objection to the independent brand cultivation and development by deeply analysis on the brand TPCO, which is full of development potential; provided convincing support for the TPCO to implement a strategy focus on professional. In the end, the article provided some steps to cultivate and develop independent brand for TPCO, which were expected to give some references for other steel tube company.