| In 1990's, the globe has entered the brand-internationalized competition times. Brands, across the national boundaries and cultural obstacles, have become a new sort of global language involved in all enterprises of the world. As entering WTO , China has been pushed into the boundary less and endless brand competition. Chinese enterprises can't hide the problem of brand construction any longer. At the same time, the eye-covered experiment conducted by Jialeshi shows that subjects' identification to the exact same breakfast oat increased from 47% to 59% after the oat was branded. We can see that due to the technical development, it is hard to judge product's quality according to their entity property. Then the brand image is the only element left for consumers to make distinction. Therefore, I hope through the case study of Taji Group's successful creation of the first brand of weight losing and the introduction of some world famous brands' experience in brand construction, we will take into consideration the primary procedures and some noticeable problems in the brand construction together.This essay made a systematic exposition of the basic thinking , which was in accordance with "the principle of the theory guiding the practice", "form practice to practice" , and integrated the theory of modern business marketing with typical instance of building up Qumei's Brand. By means of positive analysis, we first introduce case, then analyze how to success, and finally propose the way of Brand maintenance . The basic thought of this article is to introduce the process of appearance on the market of the product then abstract the procedures of brand construction through the analysis of the process from Qumei'ssuccessful appearance on the market to its successive two year biggest sell gross in the retail industry (though it seems an ordinary promotion process, the primary procedures of building up a brand are contained) so as to facilitate our consideration.This article consists of three parts. One introduction of Qumei's case; Two reason analysis of Qumei's success; Three brand maintenance consideration. The first part includes the brand procedures of Qumei, the analysis of this industry, the analysis of the market of weight losing, the challenges the enterprise facing after China's WTO entry and SWOT analysis of the enterprise. This part shows that it is urgent and necessary to conduct brand construction and help understand the second part as well. The essence of the second part is the cause of successful brand. The first step of a successful brand lies in the market investigation, because the second step, accurate product location and good services, originates from the first step. The third step is to fix the external factors of the product----name, symbol and package on the base of product location. The fourth step is the construction of internal factors of the product----the construction of popularity, good reputation and faithfulness. The third part is about the short life cycle of some Chinese brands. For example, the health care industry: Naohuangjin initiated the market of health care products, Sanzhu oral liquid has created a miracle, once occupying 70% market share in the whole health care market and so on. However, all of them only had boomed for several years one after another instead of living for several hundred years and maintaining great vitality like some foreign brands. To this problem, I proposed some of my personal opinion that brand construction is a long-term task, so we must insisted on long-term benefit of brand, uninterrupted check up property of brand, and uninterrupted bring forth new ideas. Then, keeping sincereness and credit is the key of brand construction. TO overcome some impatient and impulsive sentiments in brand construction.According to the above-mentioned exposition, the writer considers that only by producing the brand of high additional value can Brand continue permanently in development.This essay has attempted to do some monographic study form the... |
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