Marketing Strategy Study On Brand-Building

With the Chinese market gradually opening up, the foreign multinational companies with a strong economic strength have entered China, the fierce competition in the market is increasing, China's domestic enterprises will face strong competitors, especially the largest enterprise groups—small and medium enterprises, face greater challenges, and it must change the existing marketing model to address a new situation. Marketing through changes to improve the competitiveness of enterprises, in addition to expanding sales channels, but also need to create their own brands, and the effective maintenance of brand image, so that enterprises can survive and have the long-term health development. This papers takes promotion as research subject, study the brand-building.Firstly, this papers try to describe the product sales and brand equity theory, with a focus on the meaning of brand assets, elements and the formation process specifically address; then discussed the promotion of brand building, that the effective promotion of the brand-building role in promoting and marketing of unhealthy destructive brand building; through the case analysis of DVD industry further development and the Apollo and electronic enterprises (products) marketing, to give recommendations for brand-building marketing strategy.The paper is divided into five chapters: chapter one mainly analyzes the domestic and international marketing strategies and brand equity development. Research topics from the background and significance of the research situation sorted out. Chapter two focuses on product marketing and brand equity theory. To Integrated Marketing Communications and the definition of brand equity, elements that formed were described. Chapter three, through the promotional activities of the brand-building positive and negative impacts, revealed marketing of brand establishment and maintenance of the necessity and key. Chapter four explains Chinese enterprises in carrying out promotional activities common problem. Chapter five and chapter six, through successful and unsuccessful marketing case analysis, both positive and negative, discusses the brand marketing for the growth and development of an important role. Chapter seven, based on the analysis in chapter five and six, raise recommendations for brand-building marketing strategy.