Chengdu, China A Technology Company Brand Building And Management Studies

For any enterprise, to acquire the brand consciousness and to make the powerful brand are keys to maintain the strategic lead. Thus it can be seen, the brand is important to enterprise. Therefore we know that the brand is important to enterprise, and the enterprise must build up intense brand consciousness which provides the solid rational foundation for casting the powerful brand and formulating the brand strategy for the enterprise and becomes strategic consciousness that leads the enterprise to succeed in the modern competition economy. As for the major enterprises, it is easier to build up the brand, because they relatively have more resources and more formidable influence than small and medium-scale enterprise. The Chinese private enterprise have got the fast development, but these enterprises mostly all are in developing period, the scale are also small and powerless relatively. Therefore, only when the small and medium-scale enterprise is in the powerless period, the brand construction should be stressed, and then it is good to build the solid foundation for the enterprise.This article studies how the small and medium-scale enterprise with powerless brand obtains the survival in the intense market competition. Taking a case of a small and medium-scale enterprise---HuaYi technology company in compute fitting industry in Chengdu, the company is small scale, have not own production factory, its characteristic is bright, the product life cycle is very short in IT hardware industry, the production is outsourcing completely, till 2001, the enterprise build up the innate brand. This article embarks on the brand management general principle, with analysis the company's interior and exterior situation and combine its actual situation, to put forward some proposals for the creations, maintains and extends of the brand.