An Empirical Study On The Development Of The Chinese Brand Theory Between 1997 And 2006

The 21st century, brand strength is believed by us. Because we see a lot of enterprises have already mentioned that this strategy is very important in history. "Brand" has already become the one of the most the popular key words in our daily life. It is already nearly 30 years since brand development first came into china. In this period, our scholars and the person working in the field have did some qualitative or quantitative research about the development of the brand theory from a theoretical and practical point, in order to enable the brand to better serve the practice, to create more social and economic value.The paper is just born under this background. Through the empirical research for the papers about brand that meet the requirements, we use content analysis method to analysis the papers samples searched and selected from"China Academic Journals Network","ROC impact journals indexing system"and foreign Academic Journals such as"Journal of Marketing","Journal of Marketing Research","Journal of Brand Management". In this paper, we will analysis the content in four sections. They are the time released, research attributes, research theme, research method, and research stage. And then we also do some detailed coding in order to do some detailed research. This study used statistical analysis software"SPSS 13.0"for date analysis and process.Through the development of the brand research papers from 1997 to 2006, we can describe and reveal the course of the brand research. From the analysis and research of the attributes, method, theme, stage and the trend changing with practice, we can reveal the characteristics, focus, hot point, frozen point, innovational point, and the laws. From this way we can locate the status about the development of the brand research, and can make useful exploration for the study.