The Research Of Brand Management In Longliqi

Taking brand management theory as the guide, the text is emphasized on researching the situation of brand management by way of on-site investigating Jiangsu Longliqi Group Co., Ltd., the famous non-state enterprise.Through the interview with company management team, the text knows and catches the company brief, brand development progress and current status of its brand management. Finally, the text makes some suggestions to the shortages of brand development by deeping into its brand development department, sorting its brand management status and analyzing its current characteristics. Hopefully that this can help and has to some extent significance as reference for Longliqi's brand development and even Chinese non-state enterprise brands development and maintenance.The first part of the text state the research background , motivation and the whole process of research. The second part makes an incomplete summary of current brand management theory on the basis of looking up relevant theoretical literatures and works, and controlling basic theories and developing tendency of brand management. The third part introduce the profile of LONGLIQI company and the developing process of brand LONGLIQI and brand current situation. Finally, the text makes suggestion of brand developing strategy to LONGLIQI company...