Brand Marketing Planning On Privately Operated Enterprises In China

The brand marketing on private enterprise and joint-stock corporation of privately operated enterprises is studied with planning and brand marketing theory by some methods of demonstration analysis and standard analysis, qualitative analysis and quantitative analysis. Positioning, marketing strategy and marketing controlling of brand marketing is also planned with planning theory. Afterwards, 4 enterprises on 2 sorts of industries of home and abroad enterprises are analysized about brand marketing, and then some marketing policy on privately operated enterprises are brought forward in initial stages for setting up brand. These results are as follows: first of all, the steps on brand positioning are choosing reference system based on component, deciding similarities and differences, establishing category, and selecting similarities and differences with positioning according to function pursue and keeping on consistency. Secondly, product brand strategy is carried out in enterprises marketing strategy with difference of place designing, management and controlling, and then following and filling strategy are applied in the light of stronger competitor. Thirdly, it is important for enterprises to found brand organization for the moment, which includes function organization and product organization. Furthermore, multi-division structure for brand is adopted in large-scaled enterprises such as lenovo. As to brand extension, product extension and name extension may all be applied in term of industry characteristics and brand marketing strategy of enterprises.