Research On Collaborative Relationship Between Enterprise Brand And Product Brand

Brand is the most valuable intangible assets of the enterprise, in the enterprise business activities play a very important role.In recent years, along with the product competition in various industries is becoming increasingly fierce, the consumer brand awareness gradually improve, the core strategy for the development of various types of enterprises have had a far-reaching impact as a brand. Some visionary manufacturing enterprises have realized the importance of brand for the business, from product management to brand management to manufacturing industry gradually entered the era of brand competition.However, the current manufacturing brand status of Companies in the industry is not optimistic, in addition to a number of well-known brands with manufacturing enterprises have gradually aware of the outside of the brand construction, most manufacturing enterprises in brand building is a serious lack of validity, or for the understanding of the manufacturing industry brand construction is not profound enough, the enterprise brand and product brand separated from each other, can not be fully effective play out between these two aspects to do with synergistic effect. How to realize the collaborative construction of manufacturing enterprises in the enterprise brand and product brand, brand management strategic management goal, has become an important subject of urgent need to study and the urgent need to address China’s manufacturing enterprises and academia.In the process of this study, mainly uses the literature research method, observation method, interview method, case study method, questionnaire survey method, experience summary method and summarized method. This paper studies using the above method are studied, the specific contents are as follows:(1) introduction. Some of the specific circumstances of the thesis are explained. Mainly includes the research background, purpose and significance, research status at home and abroad, research methods, main contents and research framework of content.(2) based on theoretical concept review. Includes brand theory, including the connotation of the brand, brand characteristics and brand category; the product brand theory research, mainly comprising a brand and product brand product brand connotation, enterprise; the synergy theory are summarized, mainly comprising a cooperative connotation and the management coordination aspects, at the same time, the enterprise brand and brand relationship in the operation and the dissemination of the contents are summarized.(3) to QF production type enterprise as an example, analysis of the implementation of the QF production enterprise brand and problems. First, the basic situation of QF production were summarized, including QF production enterprise present situation and QF production enterprise brand summarized; secondly, the analysis of QF production enterprise brand, implement questionnaire investigation was made on its brand QF production enterprises, the implementation of investigation on QF production enterprise brand results are summarized furthermore, the analysis; the existing problems and reasons of QF production enterprise brand; finally, the analysis of the existing problems and reasons of product brand QF production enterprises.(4) the implementation of recommendations for QF production enterprise brand. Mainly contains the content in the corporate brand and product brand positioning cooperation, put forward the relationship between the enterprise brand positioning, brand positioning and two; collaborative aspects of corporate brand and product brand operation, is proposed to determine the organization and sharing functions; on the corporate brand and product brand communication cooperation, put forward market promotion, communication and leadership image building and promotion of the proposal.(5) this paper summarized comprehensively, makes the prospect for the future research.