Study On The Brand Construction Of HY Company

With the rapid development of reform and opening up of the economy of ourcountry, a lot of famous foreign brands land in China, the Chinese market goes intothe era of brand consumption. Brand competition has become the main form ofcompetition in the domestic market and the enterprise who makes the salesperformance as the main indicator faces pressure from the brand competition. Largestate-owned enterprises and joint–equity enterprises make rapid adjustment of thestrategy and join the brand competition. At the same time, in order for the survivaland development, a large number of small and medium-sized enterprises in marketcompetition also need to strengthen their own brand construction.Firstly, the first chapter and the second chapter in this paper describe thebackground that small and medium-sized enterprises need to build brand andmeanwhile it puts forward the purpose and the method of brand construction formedium-sized and small enterprises as well as the research scope and the significanceand impact on the national economy, specifically enumerating present developmentsituation and the problems for small and medium-sized enterprise in our country andthe negative results, which therefore puts forward the necessity of brand constructionfor the small and medium-sized enterprise.Secondly, theoretical analysis is made on the internal and external environment ofthe brand construction for small and medium-sized enterprise’s this paper in Chapter3,providing a theoretical basis for studying the brand construction of HY company,and points out the content and direction for attention when HY company carries outthe brand construction.Finally, in the fourth chapter and the fifth chapter of this paper, based on thecurrent situation and the strategies collocation of brand construction for domesticsmall and medium-sized enterprise,It takes HY company as the example for brandconstruction to elaborate the environment analysis, implementation planning andimplementation process of the brand construction to provide practical guidance forbrand construction for the small and medium-sized enterprise of our country...