Research On Optimization Of X Smart Phone Brand Management

Brand is the concrete embodiment of the core value of an enterprise.As the differences between production technology and management methods gradually become smaller,the competition track of enterprises is constantly switching,from product competition to price competition,and then to quality comparison.At present,brand competition is a new field and form of enterprise competition.In the smartphone industry,with the development of technology and the improvement of the industrial chain,the hardware performance of smartphones of various brands has gradually converged,and brand competition has become increasingly fierce,resulting in the inability of some non-strong brands to continue,and a relatively high level of market concentration.The level of brand competition has become the final battlefield of the smartphone industry.On the basis of summarizing the development of domestic and foreign brands and brand management theories,this paper takes the X smartphone brand as the research object,and by sorting out the current situation of its brand management,it focuses on the solidification of low-end brand image,poor brand extension effect and monotonous brand marketing communication in brand management.This paper analyzes the possible causes,and further analyzes the management of the X smartphone brand based on the CBBE theoretical model and survey data,and analyzes the characteristics of brand recognition,performance,response,relationship,etc.Learning from the experience of strong smartphone brand management,it is suggested that the X smartphone brand should strengthen brand leadership,enhance brand recognition;improve brand performance,enhance brand connotation;improve brand marketing,activate brand response;carry out brand strengthening,build consumer-brand relation.