Research On Brand Management Of PL Special Cable Company Based On Brand Value Theory

The whole market structure has changed greatly for over 40 years from the seller's market to the buyer's market during the development of economy in china.Wire and cable industry is the second largest industry,which is fully competitive with huge volume and a large number of enterprises.In today's economic environment,more and more small and medium-sized cable enterprises has realized the importance of brand building so that small and medium enterprises in the second tier PL company is deboted in the process of brand building.For there is no similar cases,how to develop a suitable PL company brand construction scheme has become a very urgent subject.This paper take PL special cable company as an example to solve the relevant problems by putting.forward the "progressive development" as horizanto strategy and the "four inone" theory as vertical strategy from the two aspects of theoretical guidance and practical operation.The possible innovation of this paper may include as follows.:(1)Because of personnel,awareness and funding constraints,small and medium-sized enterprises easily in the process of brand building in the position of the swing is not firm or misunderstanding,utilitarianism leads to the process of brand building,this thesis puts forward to establish and perfect the brand planning,clarify the necessity of brand building,the arduousness and long-term.(2)The promotion of brand value needs to have a systematic theoretical guidance,this paper puts forward the theory of brand building in four in one,the theory emphasizes the core value of the brand is very important.(3)The use of Sino-brand brand value evaluation of the case company PL brand value evaluation method is simple and easy to operate,the brand value,suitable for small and medium-sized enterprises to measure results of brand building,can be extended to our country special cable industry of small and medium-sized enterprises.