The Research Of Brand Marketing Strategy Of Beifa Stationary

Brand is symbols that epitomize all kinds of important information of enterprise. Brand epitomize a brand symbol from important information of reputation, culture, product, quality, technology and potential of enterprise and shape its variety fame and praise of society to the public so as to product received by customer with brand. This process is making brand. Brand additional value is not calculated by investment. Strong brand invest low, income high. High profit much times over average marketing level. Brand is imagine, credit and capital. Brand is a measure to scale enterprise and its society trusting. Brand competitiveness is core competitiveness. Economy globalization and marketing challenge are decided by brand challenge. The best way of marketing is not establish big network of marketing ,but using brand symbol spread intangible marketing network to public mind and transferring product to customer heart so as to let customer select this product and investor select this enterprise. This is brand marketing, which make client shape reorganization progress by marketing. Marketing is a function of organization, and also is a series progress of manage client relation, which create, communicate, transfer client value in order to organization itself advantage and advantage related people. Facing the severe domestic and international competition, more and more domestic stationary enterprises realize that making the national brand and setting up the brand core is very important to the developing enterprise. Through researching the history, current situation and development trend of stationary trade of our country, analyzing the environment inside and outside of stationary enterprises, This thesis draw the conclusion that the development of stationary should pursue the core competitiveness improvement by taking product management as well as carry out brand marketing strategic to promote the optimization of enterprises resources inside and outside , it is the essential of the development of stationary trade . More over, through the demonstration of the relation between brand and key competitiveness of enterprise, the thesis raise the possibility of our stationary enterprise build trade leading position and promote enterprise core competitiveness with brand. This thesis clarify the significant of brand marketing of our national stationary enterprise by the case of Beifa stationary that carry out Olympic brand strategic and strong brand alliance etc.