Research On Brand Value Promotion Of Domestic Chip Enterprise J

In recent years,with the increasingly fierce Sino-US trade war and science and technology war,the domestic substitution of Chinese chip industry has been pushed to the forefront.The number of domestic core brands is increasing rapidly,and the homogenization competition is fierce.Based on the severe market environment at home and abroad,more and more domestic core enterprises are facing fierce competition.As the key stage of the development of domestic core,how to improve the value and influence of domestic core brands has become a crucial issue.J Enterprise is a domestic core focusing on integrated circuits.Since its establishment in 1995,after 30 years of technological development,it has made great progress.However,due to the lack of emphasis on the promotion of brand value,brand value is low,and the speed of expansion and penetration in the domestic market is slow.How to enhance the brand value of J enterprise is a very urgent problem at present.Based on the perspective of consumers and guided by the theory of brand equity and brand value,this paper carries out a case study and analysis around domestic core J enterprises.Firstly,the background,purpose and significance of the research are discussed.Then,relevant theories of brand value at home and abroad are summarized,and the concept of brand value is clarified,which provides a theoretical basis for the follow-up research.Firstly,this paper evaluates the brand value of J company by studying the development and brand status of J Company and using INTERBRAND brand value measurement method.The empirical results show that its brand value is indeed in the stage of underestimation at the financial level.Secondly,SWOT and PEST tools are used to analyze the environment of the enterprise.Thirdly,through the questionnaire survey,the correlation factors and weight analysis of the brand value of J enterprise are confirmed: awareness,loyalty,brand quality perception and brand association.Thirdly,combined with internal interviews,the internal and external causes of brand problems are discussed together,so as to give guidance and suggestions for improvement.Based on the above research and conclusions,the brand value enhancement plan of J enterprise is finally made.And put forward the corresponding safeguard measures.This paper conducts an in-depth study on the development process,special environment,brand reality and improvement plan of the domestic core J brand.Combining with the actual feedback of front-line sales,procurement and research and development,this paper proposes practical and feasible plans to help J company stand out in the competition,and at the same time provides other domestic core enterprises with reference opinions on brand value improvement.