Research On The Brand Construction Based On The Effect Of Consumer Demand

The 21st century is era of the brand economy, the brand is increasingly prominent in the development of the enterprise, and the enterprise strength competition will be decided by brand power, the country's economic power will also decided by brand. Brand will become spokesman of the enterprise and national economic forces. But, our country's enterprise brand's development situation is not optimistic: small number of world-renowned brands, poor quality, and frequent accidents of brand are widespread.How to make the brand develop to a influential strong brand already have became a widely debated issue among various countries' enterprise and researchers. Currently the brand construction is mainly focused on the enterprise point of view, but lack of from the consumer's demand point of view.This paper is try to research the brand construction based on the consummer demand and the study is divided into five parts:First proposed research background and significance of the brand construction, and reviewed theoretical results of the relationship between brand building and consumers; and then introduces the basic theory of brand and brand building, Then discussed the consumer demand and brand building, designed brand building Road map under the influence of consumer demand.In the third chapter by comparing domestic and foreign brands find the problems that exist in our brand building: such poor brand quality, brand accidents and many other issues, and from the corporate brand building and consumer demands to analysis the cognitive problems, etc.In the fourth chapter, first, through the investigation of impact of consumer demand for brand-building by empirical analysis, evidenced the causes of our brands accidents, and find the major considerations of brand when consumers choosing brands; and then studied the Nike brand building focus on Nike's understanding and application of consumer demand.In the chapter five by referencing the successful experience of Nike's brand building, proposed by enhancing brand positioning, build brand personality, improve brand quality, rich contents of brand, use brand strategy under the influence of consumer demand to strengthen brand construction.Finally, summarize the main contents of the article and propose future research directions.