Research On The Brand Development Strategy Of Jiuzhou Group

Brand is a huge intangible asset and one of the most essential strategic resources of an enterprise.Along with China's reform and open-up policy,domestic enterprises have perceived the significant strategic value of brand in market-oriented economy and have been considering taking brand building into their own development strategies.For military-civilian integrated enterprise groups,brand building is inevitable facing the requirement of transformation and upgrading,the actual need of international engagement,and the demand for sustainable development in the current open market competition.Encountered with the increasingly severe international economic situation and the ever-changing domestic market competition environment,brand building has far-reaching strategic significance for the development for Jiuzhou Group.This thesis is based on the relevant theories of brand combined with the field research,along with SWOT analysis,comparative analysis and qualitative analysis as the research means.First of all,starting from the theories,the importance of the brand to the sustainable development of Jiuzhou Group is brought out.And through the case analysis of domestic and foreign famous enterprises,the experience for reference is summarized.Secondly,with the analysis of the current status of the Jiuzhou Group brand system by SWOT,the thesis proposes the problems in brand development including three key aspects of structure,management and promotion.Thirdly,the thesis put forward the idea and goal of constructive brand development.Then decompose and implement,and put forward the optimization strategy for brand work of Jiuzhou Group from brand architecture,brand management and brand promotion.Finally,measures to guarantee the implementation are put forward.I hope that all work on this thesis would practically improve the brand development of Jiuzhou Group.This thesis takes Jiuzhou Group as the research object,none the less the results have certain reference value in the formulation of brand strategy for other military-civilian integrated enterprises.