China Aerospace Science And Industry Corporation Brand Strategy Research

China Aerospace Science and Industry Corp. is the state-owned large-scale high tech Military enterprise directly managed by the central government, which is a large-scale Military enterprise group transformed from government's industry sector. As the development of technology and economy, the domestic and overseas Military enterprise rises rapidly, the competition of industry profession becomes more and more intensified; the astronautics giant also faces the new opportunity and the challenge. It is necessary for the corporation to implement brand strategy which should be changed from product competition to brand competition. However, because of the historical reason and particularity of Military enterprise, astronautics science and industry Group lacks of brand construction. If they want to become eminent and be the final victor in the competition they should implement the brand strategy and process the brand construction appropriately.Currently, the brand strategic research of central subordinate enterprise in academic circle is very limited, and also the research for Military enterprise's brand construction is still in the way of exploration. This article embarks from the basic concept of brand and brand strategy, and draws out the brand strategy construction and the implementation correlation theories; It gives a comprehensive analysis in corporation introduction, brand development process and present situation of brand construction which in combination with brand strategy and Military enterprise characteristics. It makes the analysis and summary to its main competitors and also proposed the goal and plan on the basis of corporation's current situation. Finally it elaborates the implementation of brand strategy for astronautics science and industry Group from many aspects.