The Brand Programming And Transmission Research Of TY Mechanical Engineering Company, Ltd.

At present, as economic globalization is deepening, brand becomes a great power of enterprise business activity, and permeating the whole world. The more strictly competence between company ,the higher similarity happens in the products, so brand become the only element to help consumer to identify and recognize different products and services of different company.In a sense, the competition between the companies is the competition of the brand. Therefore, How to make the brand management more effectively and to get the intangible assets and core competencies, which more important and more permanent, will be a thoughtful topic of every enterprise.This thesis takes the TY Company as the case, with theory and practice of expert form home and abroad. The thesis analyses the professional market of suspension bridge steel structure, poses the common problem of this profession, and make an intensive study of the brand position,brand identity and brand Communication .etcThis thesis try to have a comprehensive study of the small and medium-size firms, especially those suppliers' brand management, and hope the results will have a emulating influence on the company which in the fields of suspension bridge steel.