A Study On Tianjin Key Independent Brand Breeding And Developing Strategy

The implementation of the brand strategy is a strategy measure that is a whole program of the existing brands concluding enterprises, products, geography and culture and so on, fully digs the inner value and promotes culture connotation so that enhances the brand popularity and improves the economic competition of one country or one area. With the development of market economy, brand has become the synthetic reflection of the comprehensive strength and the economic development level of one enterprise, one area and one city, and the implementation of the brand strategy has become an inevitable choice for improving the leading industry competition of less developed areas and realizing a healthy and fast development.The source of the subject selected is the project of"the study on Tianjin independent brand development strategy". The study of this paper lays stress on using the latest advanced theory and is based on the practice of brand construction, so the study not only solves the practical problems but also fully contemplates the probability of operating the assessed model and the policy suggestions.In the first chapter of this paper the background and meaning, the study thinking, the main content and methods are described and this chapter is the guiding program of the whole paper. In the second chapter proceeding from the basic theory of brand, the brand connotation, the constitution of essential factors of brand competition, the present situation of development in and out of broad are explained, and the two-dimension analysis method of brand capital value is emphatically introduced. In the third chapter the Tianjin key independent brand with the two-dimension model is quantitative analyzed and the development system of Tianjin key independent brand breeding is made in accordance with the problems existing in the present situation of Tianjin independent brand development. In the fourth chapter the leading thought, principle and specific objectives of Tianjin key independent brand breeding development in the"eleven five"program are built. In the fifth and sixth chapters the resource program and policy insurance measure of the Tianjin brand breeding are proposed in the light of the development system and objectives proposed above. At last, the paper is summarized in the concluding remarks and the study prospect is advanced.