Research On Brand Knowledge Characteristic And Enterprise Growth

Under the conditions of market economy, the business enterprise is the principal microcosmic running part of social economy. It produces and creates the material wealth for human being, and it loads and spreads the spiritual civilization on the other hand. The business enterprise growth has already become the important foundation of economic prosperity, and the main headspring of national competitive advantage. For a long time, the life and growth of business enterprise become the topic that be given extensive attention in scope of the world. Many enterprises have short life. However, there are many enterprises that over 100 years still full of competence.In order to explain above questions in theories, this paper set up an analytical frame of continuous business enterprise growth by a series of definition and reasoning, and demonstrated the viewpoints through case study. Business enterprise is an aggregation of knowledge. The core competence of the corporation come from the unique knowledge of business enterprise. The enterprise can form and upgrade the core competence through knowledge accumulation and innovation, and it can grow up continuously. The essence of business enterprise growth is the accumulation and innovation of the enterprise knowledge. The brand is a kind of important knowledge of business enterprise. The knowledge of brand include explicit knowledge and tacit knowledge. Business enterprise can form the core competence and grow up through brand knowledge accumulation and innovation. Business enterprise can enter the regeneration period because of the unique brand knowledge it have and grow up continuously. Based on this, this paper set up Four-phase model of continuous enterprise growth, and analysis the brand strategy in each phase the business enterprise should have.In a word, this study followed a thread of raise question- theoretical study- case study- draw the conclusion". At first, we defined the question as the study on brand knowledge and continuous business enterprise growth, through the analysis on the theories and practices of brand and business enterprise growth; Secondly, we analyzed the business enterprise knowledge classification, brand knowledge characteristics, the mechanism of how the brand knowledge promote business enterprise growth by setting up a series of concepts and models; Thirdly, we selected Coca-Cola and Haier as case to verify and complement the theoretical view point. Lastly, we put forward Four-phase model of continuous business enterprise growth systematically, and analyzed the brand strategy in every phase in continuous business enterprise growth.