Enterprise Capabilities-based Brand Integration Strategy

With economic development, the multi- brands question which the enterprise faces is more and more serious, brand integration already is the inevitably request which the enterprise practiced. But the theory study of the brand integration is not to be certainly many, and is from the brand management, based on this situation, the author proposes brand integration strategy based on company competence theory.The paper first chapter introduces the brand integration research significance, the rationale, the premise supposition and the research mentality, the second chapter proposes brand integration strategy based on company competence theory and the strategically planning flow for the actual operation, Chapter three introduces the brand integration strategy of Dalian Xinghai Convention & Exhibition Center, the end is a conclusion.This article innovation place has:(1)Studies the brand strategy from company competence theory.(2)Unified company competence theory and the customer guide strategy establishes the brand integration strategy analysis frame.(3)Sets up the brand integration model.(4)Proposes the strategically planning flow for the actual operation.(5)Before establishing the second brand, enterprise should formulate the brand integration strategy plan.