Based On External Marketing And Internal Business To Build Brand Vitality

Brand is the important intangible assets of enterprise. And brand strategy has become the advantage of one of the key strategy of enterprise in the fierce competition. Mature companies often build their own brands through various channels. However, whether a brand does continuous brand vitality after creating will determine whether a brand can be an advantage in competition and keeping this advantage. How to make the brand has a continuous and exuberant vitality? How to through the superposition of enterprise existing internal forces and external forces, and form powerful brand vitality, also need further research.This paper, through a case study of ZGJJ company, analyzing the mechanisms of enterprise about how to through external marketing and internal operations to form effective making use of advantage and for force conveniently, interaction with building up the momentum with the help of force and making force taking advantage of an opportunity, forming the powerful brand vitality. The research results indicate that the ZGJJ company build a strong brand vitality through interaction with building up the momentum with the help of force and making force taking advantage of an opportunity. The ZGJJ company implements differentiation marketing strategy to build industry leading brand strategy in the process of using the external marketing resource. It achieves the goal of sharing campaign through the discovery of the demand of the main body, looking for not only meets the needs of the subject but also conducive to the development of ZGJJ company to win-win strategy. The ZGJJ company improves the value and creation ability of customer, and extends the enterprise competitive advantage strategy market advantage into enterprise competitive power, making "external potential internalization" and "improve internal force" continuous interaction, mutual influence, and achieve the goal that makes force conveniently in the process of internal operating. The process of building up the momentum with the help of force is that make the force conveniently process through strengthen and consolidate the core region, inspection and calibration of sales channels, expand and cover sales terminals, publicity and promotion of corporate brand, but the process of making force taking advantage of an opportunity fulfill the process of build up the momentum by strengthening quality management, to promote scientific and technological innovation, promote consumption experience, strengthen the communication effect. ZGJJ company build the strong brand vitality through integration of external marketing resource utilization ability and internal operating ability, and then interaction with external marketing and internal operating in the process of building up the momentum with the help of force and making force taking advantage of an opportunity.This study opens the "black box" of making the force mechanism of brand, and providing a systematic research perspectives for the brand construction of fast consumer goods enterprise, and also providing practitioners a frame of experience supporting with the help of internal force and external forces to develop its own brand more widely.