Research On Strategic Integration Of Branding Resources For Subsidiary Company And Branding Building For S Company

At present,China's economy has stepped into the new normal of medium-high speed growth from high-speed growth,a new round of state-owned enterprise reform has been accelerated,and the brand awareness of state-owned enterprises has been significantly improved,but the problem of "big but not good,big but not strong" is still serious.Brand building has become an important direction of the reform and development of state-owned enterprises,and some leading state-owned enterprises have taken the lead in creating their own brands,realizing the construction and accumulation of brands and making brands the cornerstone of market competition.Although many state-owned enterprises started the brand building work very early,due to the characteristics of enterprises and do not pay attention to the systematicness and professionalism of brand strategy,it is difficult to precipitate the brand value and exert the brand influence.By participating in market competition,state-owned enterprises can truly accept the test of market environment and promote the development of brand building of state-owned enterprises.As the state-owned capital investment platform group company with the largest asset scale in A city at present,S group's brand effect is not prominent due to the fact that most of its subsidiaries have bigger brand reputation than the group due to their numerous and scattered brands.Faced with various brands of subsidiaries,how to find a breakthrough for brand building and make S group's enterprise brand go global to become the benchmark of state-owned enterprise brand building has become an important topic for S group's managers.The first part of this paper is an introduction,including the research background and significance,literature review,research content and methods,possible innovations and shortcomings.The literature review part emphatically from the connotation of brand and brand strategy and the theory of mining focusing on brand building and case studies to illustrate,can see the domestic and foreign scholars are related to explore the theory of brand and its surrounding,and focus on the strengthening and meaning of brand to brand,brand recognition,etc,but these studies are based on the macro market for studying the large probability,not on the basis of specific enterprise data research.The second part mainly takes brand,brand culture,brand strategy,brand structure and model,brand image theory,brand prototype theory,positioning theory,unique sales theory and other related theories as the theoretical basis of this paper.The third part first introduces the general situation of S group company and its subsidiaries,and dig deep S group existing in the brand construction work face constraints,so as to find S group exists in the construction of existing brands brand model fuzzy,lack of group brand recognition is not clear,the brand connotation,group conservative in terms of brand communication and brand management of fragmentation problem,at the same time,because of S group subsidiary brand "more" and that "S group appear" miscellaneous "brand connotation,cause S group brand influence by this decentralized brand strategy further weaken.The fourth part is in line with the principle of "study of the status quo,in-depth analysis",through the study of 39 representative company recycling questionnaire and depth interview 12 representative company of three major parts,analysis of the S group's three major parts including the financial sector of science and technology,science and technology park plate brands as well as emerging industries and high-end services brand resources advantage and the status quo,It has become a historical brand bearing the memories of the special zone,a service brand supporting urban construction,a brand serving the people's livelihood,a financial brand serving the real economy,a science and technology brand communicating and researching technologies,an education brand serving the citizens and an innovative brand promoting the concentration of industrial elements.These three brands almost cover all aspects of S group's outstanding brands,including many traditional high-quality enterprise brands and project brands in A city,as well as famous brands S group relies on and takes pride in.The fifth part mainly focuses on the integration of subsidiary brand resources to build S group's brand ideas and program design.First of all,the brand positioning of S group company should be clarified.Based on the functional positioning of the group,the "S group large aircraft carrier brand" should be constructed.Then,starting from the overall situation,the social responsibility and strategic capability of the group should be fully expressed and conveyed to the audience.Secondly,it clarifies the brand value of S group by sorting out the brand values of its three major industrial sectors,outputs the brand slogan of S group,and shapes the brand personality of S group.Thirdly,by analyzing the existing brand building problems of S group and the advantages of brand resources of its subsidiaries,the brand architecture optimization scheme suitable for the brand development of S group is designed.The score is mainly based on the strategic position,business association and shareholding ratio of the subsidiaries.Medium to the top to strong endorsement brand structure mode,medium to weak endorsement brand structure mode;On the low side,independent brand architecture mode is the main mode.The end of this article for S corporation brand construction of safeguard measures,from optimization brand management organization,establishing the brand management process,a comprehensive suggestion to improve the system of brand evaluation,in order to further enhance the brand competitiveness of S group,enhance the overall brand image of S group,strengthen S group of the brand,let S group's market competitiveness to the next level.