Research On Brand Shaping Of A Livelihood Information Enterprise Based On Core Competence

With the rapid advancement of the national people’s livelihood information project and the continuous development and maturity of the people ’s livelihood information industry,the competition of domestic people’s livelihood information enterprises is gradually increasing.If enterprises want to survive in the external environment of rapid development,reasonable planning for enterprise development and maintaining their market competitive advantage are the constituent elements of sustainable development.The essence and key to establish a brand strategy system is that enterprises can scientifically and reasonably judge the core competitiveness of people’s livelihood information enterprises in the internal environment and external environment,and effectively recognize the relationship between the competitiveness and brand strategy.This paper takes A people’s livelihood information enterprise as an example,combs the existing problems of brand building,and then based on Porter ’ s value chain theory,constructs the core competitiveness model of people ’ s livelihood information enterprise based on the value chain theory,identifies the core competitiveness performance factors of A enterprise,and finally puts forward the corresponding brand countermeasures to improve the core competitiveness.Firstly,based on the literature review method,this paper systematically reviews and sorts out the relevant research on the core competitiveness and brand building of enterprises at home and abroad,and clarifies the concepts and theories needed for the study.Secondly,through layer-by-layer analysis of the problems existing in the brand building of A Livelihood information enterprises,mainly including unclear brand positioning,low added value of brand products,single form of brand promotion and weak brand management ability;then according to Porter’s value chain theory,under the premise of enterprise income management,brand management,sales channel management,market research and analysis,technology research and development,human resources,customer relationship management and procurement activities,this paper constructs the core competitiveness model of people’s livelihood information enterprises,which includes six aspects: the overall solution ability of ordering,human resources planning and development ability,core technology research and development and diversified innovation ability,people’s livelihood information brand management ability,marketing development and market expansion ability,social responsibility and credibility.Thirdly,based on the analysis and evaluation of the role of the model,this paper takes enterprise A as an example to verify that brand management and shaping are the core competitiveness of enterprises A in the development process.Finally,in order to enhance the core competitiveness of A enterprise,this paper puts forward some key brand strategy measures,such as optimizing the internal management,shaping the new culture of enterprises,strengthening the awareness of brand long-term development,formulating the system brand strategy system,improving the strategic decision-making ability,perfecting the performance appraisal,cultivating brand operation professionals to ensure the development of enterprises.This paper finds out the problems existing in the brand building of A people’s livelihood information enterprise based on the core competitiveness,and puts forward the brand strategy of A enterprise to enhance the competitiveness,which provides some help for A enterprise to enhance the core competitiveness,and also has reference significance for other domestic people’s livelihood information enterprises to take brand measures to enhance the core competitiveness.