Virtual Business Under Our Corporate Brand Management System Study

Combined with project materials from hongtao k group and based on the analysis on the advantage,disadvantage and applicability, this thesis bring forward the inevitable trend of brand management system of our country in the virtual operation and made a deep research on it.Focused on brand management topic and related the classical organization theories of function structure, divisional structure and matrix structure, the thesis carried out research on basic feature, advantages, disadvantages and applicability for this three brand management systems about brand manager structure, brand divisional structure, brand company structure. Based on the internal relationship between them and the three basic organization structure , the thesis prove the inherent limitation of traditional organization structure which are not overcomed by this three multi-brand management system. The thesis analyzed how to build the core competence, corporate culture and brand management organization of the new brand management system in the virtual operation.With the aim of finding contradictions, analyzing essence and sloving problem, this thesis tried to elaborate on every segment of operational process. By means of researching on the hongtao k case, it also provided a clear discussion on how to improved on the brand management system of hongtao k group in the virtual operation. Finally, what should be mentioned is that many words about the "the inevitable trend of brand management system of our country in the virtual operation" belong to innovation. I hope that I have a chance to make a deeper research and every reader' s interest and advice is expected.