1、毕业论文（2011届）宁波象山扬子水产有限公司品牌建设研究所在学院商学院专业班级市场营销学生姓名学号指导教师职称完成日期年月日毕业论文独创性声明本人郑重声明所提交的毕业论文是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文中不涉及任何知识产权纠纷。否则，本人将承担一切责任。学生签名_日期_摘要长期以来，我国水产品产量很大，质量却缺乏竞争性，引起质量不高的原因一定程度上在于水产品企业品牌意识淡薄，对水产品品牌的重视度小，加上中国在创造品牌方面缺乏经验，因此国内水产品品牌也是相当少。作
2、为水产企业的无形资本，品牌资本集合了品牌忠诚度、知名度、品质认知度、品牌联想度等综合要素。水产企业如何进行品牌定位，通过什么样的品牌建设策略及品牌战略管理来建立自己的品牌，这对于水产企业经营者来说是一项系统而艰巨的工程。本文将研究对象界定为宁波扬子水产有限公司，采用理论与实践数据、历史资料与现状调查相结合的方法，针对目前该企业的品牌经营状况，通过实地问卷调查、公司访问，分析近几年品牌建设中出现的问题，包括优势劣势。从消费者分析、竞争者分析及企业自身的角度方面入手，结合品牌定位及整合营销理论等相关理论提出切合扬子水产品牌发展的品牌建设策略、品牌战略管理等措施，借以提高扬子水产的品牌竞争力，促进品
3、牌建设。关键词水产品；品牌建设；品牌战略IIABSTRACTOVERALONGPERIODOFTIME，THEOUTPUTOFAQUATICPRODUCTINCHINAISGREATBIGQUALITYISTHELACKOFCOMPETITIVENESSCAUSEDBYREASONSFORTHEHIGHQUALITYISTOSOMEEXTENTTOTHESEAFOODBRANDCONSCIOUSNESS，THEDEGREEOFEMPHASISONSEAFOODBRAND，COUPLEDWITHTHELACKOFCHINESEINTHECREATIONOFBRANDEXPERIENCE，SOTH
4、EBRANDISRELATIVELYSMALLDOMESTICAQUATICPRODUCTSASAQUACULTUREENTERPRISEINTANGIBLECAPITAL，BRANDCAPITALCOLLECTIONOFBRANDLOYALTY，REPUTATION，QUALITYAWARENESS，BRANDASSOCIATIONANDOTHERINTEGRATEDELEMENTSAQUACULTUREENTERPRISESHOWTOBRANDPOSITIONING，BRANDBUILDINGTHROUGHWHATKINDOFMANAGEMENTSTRATEGYANDBRANDSTRATE
5、GYTOBUILDITSOWNBRAND，WHICHFORTHEAQUACULTUREBUSINESSOPERATORS，ITISASYSTEMATICANDARDUOUSPROJECTTHISSTUDYDEFINEDTHEYANGTZEAQUATICCO，LTDNINGBO，THEUSEOFTHEORYANDPRACTICEOFDATA，HISTORICALDATAANDTHEMETHODOFCOMBININGSURVEY，FORTHECURRENTSITUATIONOFTHEFIRMSBRANDMANAGEMENT，THROUGHFIELDSURVEYS，COMPANYVISITSANAL
6、YSISOFTHEBRANDINRECENTYEARSCONSTRUCTIONPROBLEMS，INCLUDINGTHEADVANTAGESANDDISADVANTAGESFROMTHECONSUMERANALYSIS，COMPETITORANALYSISANDASPECTSOFTHEIROWNPOINTOFVIEW，COMBINEDWITHBRANDPOSITIONINGANDINTEGRATEDMARKETINGTHEORYANDRELATEDTHEORYTOMEETTHEYANGTZEAQUATICBRANDBUILDINGSTRATEGYBRANDDEVELOPMENT，BRANDST
7、RATEGYANDMANAGEMENTMEASURESTOENHANCECOMPETITIONINTHEYANGTZEAQUATICBRAND，THEPROMOTIONOFBRANDBUILDINGKEYWORDSAQUATICPRODUCTSBRANDBUILDINGBRANDSTRATEGYIII目录1品牌建设概论111品牌的涵义112品牌建设概念1121品牌建设含义2122品牌建设作用213品牌建设相关理论2131USP理论3132品牌定位理论3133品牌资产论4134品牌整合营销传播42宁波扬子水产企业及品牌721扬子水产企业简况722产品状况723经济发展盈利状况824扬子水产品牌介
8、绍8241品牌的命名8242公司品牌与产品品牌93宁波扬子水产品牌建设环境分析1131水产市场结构分析11311中国水产品加工业的市场现状11312中国水产品加工业的市场结构分析12313扬子水产的市场分析1332扬子水产的产品分析1433扬子水产的竞争分析1534扬子水产的企业现状分析1635扬子水产的消费者分析174扬子水产品牌形象规划1941扬子水产品牌定位19411目标对象20412利益支撑21413价值主张21414文化背景21IV42扬子的品牌核心价值21421品牌的功能性价值22422品牌的情感性价值2243长期品牌发展的导向及原则22431持续一致原则22432独特性原则234
9、33创新化原则2344扬子品牌形象识别系统23441品牌形象理念识别24442品牌形象行为识别24443品牌形象视觉识别255扬子水产品牌建设策略2751扬子水产品牌传播策略27511公共传播27512广告传播28513网站传播30514销售促进30515整合品牌传播推进策略3052扬子水产品牌管理32521品牌化决策32522品牌组合战略32523品牌危机管理32结论34参考文献35致谢361中国水产品行业近几年不断发展，尤其是浙江水产品市场发展越来越好，更多的水产企业不断涌现，但是水产品品牌却少之甚少，他们仅仅只是从企业卖产品的角度出发，往往只是为自己考虑，从短期的角度来考虑，但是却忽略企
10、业的长远发展，但是一个企业要发展，不仅仅只是考虑到卖产品，而是要卖品牌，这样企业才能发展，才能成功。本文正是针对这一现象，从品牌的角度出发，进行品牌形象规划，品牌战略管理，促进水产公司的品牌建设。1品牌建设概论11品牌的涵义首先，英文“BRAND”的含义与中文“品牌”的含义是有区别的，学术界将“BRAND”直接翻译成“品牌”是不准确的，这种不准确导致了品牌理论的研究方向发生偏差。“BRAND”一词的英文本意是“烙印”，是自然经济时代放牧主给自己的牲畜上打上的财产归属标记。而中文“品牌1”是“品”和“牌”的组合词，其内涵是将“品”通过“牌”告诉消费者“品”的特征、功能。让消费者通过“牌”了解产品
11、的“品”。因此，本文认为品牌的实质是产品提供者的“信用程度”，或者说“品牌”就是“信用”。“品牌”就是通过“牌”来体现“品”，没有“品”也就没有“牌”。“品牌建设”就是在做好品的同时，用好的方法准确、及时、全面的将“品”通过“牌”宣传出去。可以把“品”理解成产品质量、产品款式、产品性能等体现产品利益的总和；可以把“牌”理解成宣传、推介“品”的方法、策略、技巧等。其次，菲利普科特勒（PHILIPKOTLER）认为，品牌从本质上说，是销售者向购买者长期提供的一组特定的特点、利益和服务的允诺，最好的品牌传达了质量的保证。然而，品牌还是一个更为复杂的系统，它能表达六层意思属性、利益、价值、文化、个性、
12、使用者。对于企业而言，品牌的意义主要表现为产生品牌溢价、提升无形资产、促进业务增长、培养顾客忠诚、高筑竞争壁垒5个方面。12品牌建设概念1凯文莱恩凯勒战略品牌管理中国人民大学出版社2003102121品牌建设含义品牌建设2（BRANDCONSTRUCTION）是指品牌拥有者对品牌进行的设计、宣传、维护的行为和努力。品牌建设的利益表达者和主要组织者是品牌拥有者（品牌母体），但参与者包括了品牌的所有接触点，包括用户、渠道、合作伙伴、媒体、甚至竞争品牌。品牌建设包括的内容有品牌资产建设、信息化建设、渠道建设、客户拓展、媒介管理、品牌搜索力管理、市场活动管理、口碑管理、品牌虚拟体验管理。122品牌建设
13、作用品牌建设对企业来说，是非常重要的，表现在各个方面，主要表现在以下四个方面（1）增加企业的凝聚力，这种凝聚力，不仅能使团队成员产生自豪感，增强员工对企业认同感和归属感，使之愿意留在这个企业里，还有利于提高员工素质，以适应企业发展的需要，使全体员工以主人翁的态度工作，产生同舟共济、荣辱与共的思想，使员工关注企业发展，为提升企业竞争力而奋斗。（2）增强企业的吸引力与辐射力，有利于企业美誉度与知名度的提高。好的企业品牌使外界人羡慕、向往，不仅使投资环境价值提升，还能吸引人才，从而使资源得到有效集聚和合理配置，企业品牌的吸引力是一种向心力，辐射力则是一种扩散力。（3）提高企业知名度和强化竞争力的一种
14、文化力。这种文化力是一种无形的巨大的企业发展的推动力量。企业实力、活力、潜力以及可持续发展的能力，集中体现在竞争力上，而提高企业竞争力又同提高企业知名度密不可分。一个好的企业品牌将大大有利于企业知名度和竞争力的提高。这种提高不是来自人力、物力、财力的投入，而是靠“品牌”这种无形的文化力。（4）推动企业发展和社会进步的一个积极因素。企业品牌不是停留在美化企业形象的层面，而成为吸引投资、促进企业发展的巨大动力，进而促进企业将自己像商品一样包装后拿到国内甚至国际市场上“推销”。在经济全球化的背景下，市场经济的全方位社会渗透，逐步清除企业的体制障碍，催化中国企业品牌的定位与形成。13品牌建设相关理论2
15、凯文莱恩凯勒战略品牌管理中国人民大学出版社2003103131USP理论USP理论是罗塞尔瑞夫斯（ROSSERREEVES，19101984）在从事广告工作20多年后提出的一个品牌产品的推广理论。1961年在他出版的实效的广告（THEREALITYOFADVERTISING）书中，系统地阐述了USP（UNIQUESELLINGPROPOSITION）理论。他在书中对USP做了如下阐述（1）每一个广告必须向顾客提出一个主张（PROPOSITION）。他指出，不只是一些文字表达，不是对产品的吹嘘，不是橱窗广告，而是一个实在的利益点。要告诉广告的读者（当时主要是报纸广告）；购买这个产品，你将得到特定
16、的好处。（2）这个主张必须是竞争对手不能或没有提出的。它必须独一无二，是品牌的专有特点或是在特定的广告领域中没有提出过的说辞。（3）这个独特的主张必须能够打动成千上万的读者，也就是说，能够把顾客吸引到你的产品上来。所以，USP的理论核心思想非常清楚，在品牌产品推广时，必须有一个独特的销售主张，这个主张要有广泛的吸引力，并确切告诉顾客买下它对你有什么好处（暗示不卖它就有害处）。正是这个思想，瑞夫斯被认为是强卖（HARDSELL）观点代表。尽管USP理论在今天仍然有市场。但是就在USP理论发表不久，由于美国大众从关注产品利益点，正在转向个性形象表达和偏向流行文化，再加上电视广告的迅猛发展，形象建设
17、有了有效的手段。132品牌定位理论鉴于品牌形象理论事实上没有给如何构造品牌的个性形象以指导，在实际的应用过程中，品牌形象论受到很多的批评。一些专家认为，品牌形象论要为许多虚假和夸大的形象宣传承担责任。到1972年两位年轻的广告人，拉里斯和杰克特劳特（ALRICESSECOND，ITISWEAKINMARKETING，PRODUCTPLANNINGCAPACITYISNOTSTRONG，ITISDIFFICULTTOJUDGEACCORDINGTOTHEIRMARKETLAUNCHTOMEETCONSUMERDEMANDANDFORECASTPRODUCTS，FOLLOWINGTHETRENDH
18、ASBEENINAPASSIVESITUATION，CANNOTSATISFYMARKERDEMANDTHIRD，FAILURETOGRASPTHEINDUSTRYBESTTIMETOTRANSITIONISTHEJAPANESEHOMEAPPLIANCECOMPANIESLOSEANIMPORTANTREASONFORMARKERDOMINANCEJAPANESECOMPANIESCOMETOTHEEDGEINTHECHINESEMARKERISCAUSING2COMPANIESTOTHINKDEEPLYABOUTOURNATIONTOTAKETHEINTERNATIONALROUTEAND
19、WHETHERTHEENTERPRISEOF“JAPANESECOMPANY”TOTHELESSONSLEARNEDBEHINDSECOND，THEBRANDSTRATEGYIMPLEMENTATIONINCHINATHECURRENTSITUATIONMANYOLDFAMOUS“FLASHINTHEPAN“CHINESEANDFOREIGNENTERPRISESINTHECHINESEMARKETTHEBRANDWAR，JUSTGROWUPTOBEAGREATIMPACTONNATIONALBRANDSTHELASTCENTURY，ALITTLEKNOWN80SBRAND，NOTBEINGR
20、EGISTEREDBYTRADEMARK，ISTOBEACQUIRED，SQUEEZE，EVENIFTHERESIDUEISHARDGOINGDOWNREALLYDEVELOPEDVERYLIMITEDHEREATYPICALCASE，THELASTCENTURY80STOEARLY90S，HEWORKEDINAIRCONDITIONINGSECTORHITWONDERSOFTHEWARBURGIN1998，WASACQUIREDKELON，THESUBSEQUENTDECLINEINBRANDIMAGEISREPEATEDBRANDSTRATEGYHASBEENANINCREASINGEMP
21、HASISONDOMESTICENTERPRISESCAUSEDTHEGOVERNMENTTOSUPPORTSINCETHE80SOFLASTCENTURYREFORMANDOPENINGUP，CHINASSOCIALISTECONOMICCONSTRUCTIONSHASMADEREMARKABLEACHIEVEMENTSFROMAPLANNEDECONOMYTOMARKETECONOMYERACHINESECOMPANIES，BRANDMANAGEMENTHASGROWNOUTOFNOTHINGINFORMATION，LOCALGOVERNMENTSATALLLEVELSOFEMPHASIS
22、ONBRANDNAME，ORGANIZATIONPROMOTINGTHEEFFORTS，POLICIESMEASURESHAVEGREATLYENHANCEDQINGHAI，SHENZHEN，WUHAN，NINGBO，SHENYANGANDOTHERCITIESONTHECHINESEFAMOUSENTERPRISESINCENTIVESTO100MILLION，ONDALIAN3MILLIONYUAN，ONBRANDNAMECOMPANIESHAVEBEENCITIESFORTHE100000YUANREWARD200000YUANJANUARY8TH2009YEARTOJANUARY11T
23、H，THE40THINTERNATIONALCONSUMERELECTRONICSSHOWCESINLASVEGASVENETIANHOTELOPENINGNATIONALENTERPRISESINTHECES，WEACHIEVESUPERIORRESULTSITISUNDERSTOODTHATTHISYEARTHEREARE4000PEOPLEREGISTEREDTOPARTICIPATEINCHINACES，INCLUDINGMANUFACTURES，MEDIAANDSPECTATORS，INTHEEXHIBITIONHALL，THEREARE327EXHIBITORSHAIERISTHE
24、WORLDSMOSTAUTHORITATIVECONSUMERELECTRONICSINDUSTRYMEDIA”TWICE“NAMEDFORTHECHINESECONSUMERELECTRONICSBRAND33THESTATUSOFFOREIGNBRANDSINMOSTSECTORSISSTILLDIFFICULTTOSHAKEHOWEVER，WESHOULDALSOSEETHEFACEOFNUMEROUSPRODUCTSONTHEMARKER，ALLOWSCONSUMERSBLURTEDOUTGENUINELYFEWDOMESTICBRANDSWITHTHEOPENINGUPFURTHER
25、，TOANUMBEROFBIGCOMPANIESHAVETOSQUEEZEINTOTHECHINESEMARKET，CHINESEMARKET，ATIMEFILLEDWITH“SONY“，“COCACOLA“，“REJOICE“，BENZ“ANDVARIOUSOTHERINTERNATIONALBRANDS，MANYOFTHESENAMESFOREIGNBRANDSVIOLENTLYHITTINGTHENATIONALBRANDINCHINAALTHOUGHTHEAPPLIANCEINDUSTRY，LEDBYHAIERBRAND，“KONKA“，“CHANGHONG“，“TCL“ANDOTHE
26、RDOMESTICBRANDSHAVEDEVELOPEDWELL，BUTWITHTHE“SONY“，“PANASONIC“，“SAMSUNG“ANDOTHERBRANDS，THEYARESTILLTHERECOMPETITIVEDISADVANTAGEINTHEITINDUSTRY，“LENOVO“，“FOUNDER“，“GREATWALL“ANDTHEBRANDSCOMPETITIVENESSHASIMPROVEDSIGNIFICANTLY，BUTWITHEUROPEANDTHEUNITEDSTATES，JAPANANDOTHERCOUNTRIESCOMPAREDTO，BRANDAWAREN
27、ESSISSTILLINSUFFICIENTINCONSUMERGOODSMARKER，“PBRANDPERSONALITY，LACKOFINNOVATIONANDDEVELOPMENTCAPACITYSMALLSCALEPRODUCTIONANDMANAGEMENT，BRANDDEVELOPMENTLACKOFOVERALLPLANNINGABILITYOFWEAKEXPORTSANDINTERNATIONALOPERATIONS，BRANDAWARENESSISNOTSTRONGBRANDPOSITIONINGISNOTCLEAR，THEREISALARGERANGEOFFACTORSSU
28、CHASBLINDNESSSPEAKINGFROMTHEMACROSOCIALFACTORSSOCIALMECHANISMSNEEDTOBEIMPROVES，POLICIESANDREGULATIONSSUPPORTTHENEEDTOFURTHERSTRENGTHENTHECOUNTRYSINDUSTRIALPOLICY，EXPORTORIENTEDPOLICIESFORDIFFERENTSECTORSPLAYDIFFERENTROLEINTHEPROMOTIONANDLIMITATION，THEFINANCIALENVIRONMENTFORBUSINESSINVESTMENTCAPACITY
29、ANDMARKETEXPANSIONABILITYANDTHEIMPORTANTINFLUENCETHEESTABLISHMENTOFMARKET4SYSTEMINCHINAHASFORMANYYEARS，DESPITEASIGNIFICANTIMPROVEMENTBUTSTILLNOTPERFECT，THERESTILLHASNOTREALLYADAPTTOTHEMARKERECONOMY，CONSUMERPSYCHOLOGYHASNOTYETFULLYMATURE2THECURRENTSITUATIONOFGLOBALECONOMICINTEGRATION，THEERROROFTHEBRA
30、NDSTRATEGYIMPLEMENTATION1IGNORETHEBRANDINVESTMENT，PROFITORIENTEDBACKGROUNDOFECONOMICGLOBALIZATIONS，INTERNATIONALCOMPETITIONININCREASINGLYREFLECTEDINTHEBRANDSCOMPETITION，THEOVERWHELMINGMAJORITYOFTHEMODERNWORLDFAMOUSMULTINATIONALCOMPANIESWITHPARTICULAREMPHASISONTHEUSEOFBRANDSTRATEGY，BRANDSUCHAFULLRANG
31、EOFOUTPUTTHROUGHTHEFORMOFMULTINATIONALCORPORATIONSGRADUALLYOCCUPATIONOFTHEINTERNATIONALMARKET，ITISNOEXAGGERATIONTOSAYTHATNOW，THEBRANDHASACHIEVEDGLOBALSTRATEGICOBJECTIVESOFTRANSNATIONALCORPORATIONSSHARPWEAPON，ISANIMPORTANTMEANSTOACHIEVECAPITALEXPANSIONROMEWASNOTBUILTINADAYCOLDBRANDNEVERBEINTHESHORTTE
32、RMINVENTEDTOBEALONGPROCESSOFACCUMULATIONMANYENTERPRISESDONOTCLEARLYRECOGNIZETHISPOINT，ATTEMPTTOCREATEABRANDINASHORTTIME，BUTIGNOREDTHELONGTERMPLANNINGANDSTRATEGY2BRANDSTRATEGYISASYSTEMATICTHEIMPLEMENTATIONOFBRANDSTRATEGYISASYSTEMATIC，ENTERPRISESTRATEGYANDTHEOVERALLDEVELOPMENTOFANIMPORTANTCOMPONENTOFC
33、OMPETITIVESTRATEGYTHEIMPLEMENTATIONOFBRANDSTRATEGYISTORELYONTHEIROVERALLQUALITYANDOVERALLIMAGEENHANCEMENT，THENEEDFORSCIENTIFICMANAGEMENTIDEAANDSUPERBOPERATIONALSKILLS，BUTQUITAFEWBRANDPLANNERINTHISREGARDWASPARTICULARLYPOORPERFORMANCEANDIMMEDIATEIMPACTBRANDDEVELOPMENT，PRACTICALWORKINTHEEMERGENCEOFMANY
34、SUCHERRORSIFTHATJOBISTOCREATEABRANDTOTAKEAGOODNAMETOTHEPRODUCT，IMPROVEPRODUCTAWARENESS，ORWHATTHEPRODUCTPACKINGGOODBRANDISDRAWINGASATISFACTORYVISUALSIGNSONLYADVERTISINGISTHEONLYWAYTOCULTIVATEWELLKNOWNBRANDS，INADDITIONTOADVERTISINGINTHEMEDIA，BIG，THEOTHERNOATTENTIONSCALEENTERPRISEPRODUCTONCEFORMED，WELL
35、KNOWNBRANDSON5THENATURALLYESTABLISHEDWELLKNOWNBRANDISEQUIVALENTTOHIGHPRICE，TOBEUNREALISTICALLYIMPROVETHEPRODUCTPRICESOMECOMPANIESEVENGOFURTHERINTHEBRANDWRONGOPERATINGNOTHESITATETOGIVEUPTHEIROWNBRANDBUSINESS，WITHFOREIGNCOMPANIES，BRANDS，ORTOSELLITSOWNBRANDLOWCOSTTRANSFER，SUCHASOURPRESENTMORETHANMILLIO
36、N“THREECAPITAL“ENTERPRISE，THERE90OFTHEJOINTVENTUREUSINGTHEFOREIGNBRANDSCLEANSILVERTOOTHPASTEFACTORYINGUANGZHOUTO2MILLIONYUANCHEAPTOTRANSFERTOJOINTVENTURESANDOTHERBRANDS，ISONEOUTSTANDINGEXAMPLEOFTHETERRIBLECONSEQUENCESOFTODAYHASBECOMEINCREASINGLYAPPARENTLOSTDOMESTICENTERPRISESOWNBRAND，PRODUCTANDINTEL
37、LECTUALPROPERTYRIGHTS，NATIONALINDUSTRIALCOMPETITIVENESSLIE3PRODUCTISTHEENTERPRISECOMPETITIVEADVANTAGEINTHEMARKETCANBEQUICKLYIMITATEDBYCOMPETITORS，BEYOND，THEBRANDISINSURMOUNTABLE，REALANDLASTINGCOMPETITIVEADVANTAGECOMESFROMINNOVATION，INORDERTO“CHANGE“SHOULDBE“STATUSQUO“BRANDISTHECONCENTRATEDEXPRESSION
38、OFTHECORECOMPETITIVENESSTHEMARKETISCONSTANTLYCHANGINGFACEOFANYBRANDATANYTIMETOBEOUTOFDANGERTOOMUCHEMPHASISONTHEEXISTINGACHIEVEMENTS，DONOTATTACHIMPORTANCETOINNOVATION，LEADINGTOALOTOFBRANDNAME“DISMOUNT“THEMAJORREASONCOCACOLASFORMERCHIEFMARKETINGOFFICERSERGIOZYMAN，“THEBRANDISONLYTHECOMPANYLOGOPRODUCTAN
39、DSERVICESAREDIFFERENTFROMCOMPETITORS，ISTHEMOSTEFFECTIVEWEAPONTOOPENUPTHEMARKET，EXCELLENTBRANDCANMAKEYOURPRODUCTSTANDOUT“PRODUCTSPHYSICALPROPERTIES，QUANTITY，PRICE，QUALITY，SERVICEISVERYEASYTOIMITATECOMPETITORS，ERBRANDS，ALONGWITHTHEPRODUCTITSELF，ALSOINCLUDESANATTACHEDPRODUCTTOCULTURALBACKGROUND，EMOTION
40、AL，CONSUMERCOGNITIONINVISIBLETHINGS，SOTHATENTERPRISES，YONGYUANLIINTHECOMPETITIONUNDEFEATEDCONSUMERAWARENESSDECIDINGTHEFATEOFTHEBRANDHASADIRECTIMPACTONCONSUMERAWARENESSBRANDISTHEDIFFERENCEBETWEENTHEMARKETENTERPRISEIMPORTANTSYMBOLSISTHEBENCHMARKFORCONSUMERSPENDINGTOBRANDASTHECOREHASBECOMEACORPORATERES
41、TRUCTURINGANDREALLOCATINGOFRESOURCESANIMPORTANTMECHANISMFOURTH，NATIONALENTERPRISESINBRANDINTERNATIONALIZATIONPROCESSOFHOWTO6BRANDPOSITIONINGBACKEDBYSCIENCEANDTECHNOLOGY，ESTABLISHA“QUALITYFIRST，WINNINGBYQUALITYBUSINESS，PHILOSOPHY，THEBRANDSFASHIONELEMENTS，THEOUTSTANDINGINDIVIDUALPRODUCTQUALITYISTHECOR
42、NERSTONEOFCREATINGBRANDCOMPETITIVENESSOFTHEIRPRODUCTSPERFORMANCEINTHECOMPETITIONFORTHEBRAND，ANDBRANDCOMPETITIONWHILERELYINGONTHEINHERENTQUALITYOFPRODUCTSGROWTHFORTHEBRANDTHROUGHABRANDISTHEQUALITYOFABRANDINTHEMARKETDOWNAREALSOINMOSTOFAPROBLEMBECAUSEOFTHEQUALITYTHEREFORE，ITCANBESAID，QUALITYISTHEBRANDO
43、FLIFEDEPENDSINADDITION，ENTERPRISESSHOULDLEARNFROMSUCCESSFULEXPERIENCESABROADTOENHANCETHEIRDESIGNANDDEVELOPMENTCAPABILITYENTERPRISESSHOULDDARETOCHALLENGETHENEWTECHNOLOGYREVOLUTIONTOCREATETHEIROWNBRAND，ANDINCREASEMARKETCOMPETITIVENESSWEMUSTWORDHARDINTHETRANSFORMATIONPERSONALIZATIONTRENDINTHEWORLDCHANG
44、ES，THEVALUEOFCUSTOMEREXPERIENCEANDTHEVALUEOFDIFFERENTIATIONHASBEENDIRECTLYDETERMINEDTOACHIEVETHEFINALPRODUCTSALES，PERSONALSERVICESAREINDISPENSABLE2TOSTRENGTHENMARKETING，IMPROVEBRANDAWARENESS，BRANDSTRATEGYWILLBEORGANICALLYINTEGRATEDINTHEIROVERALLSTRATEGYTOPROMOTETHEOVERALLDEVELOPMENTSTRATEGYTHEIMPLEM
45、ENTATIONOFBRANDMARKETINGISANIMPORTANTPARTOFTHESTRATEGYBYCHOOSINGTHERIGHTMARKETINGAPPROACHCANBEEFFECTIVELYUSEDTOBRANDAHOUSEHOLDNAMEBRAND，EXPANDMARKETSHAREBRANDSTRATEGYISNOTANISOLATEDTASK，BUTTHEOVERALLDEVELOPMENTSTRATEGYANDBUSINESSARECLOSELYRELATEDASUCCESSFULBRANDNAMESMORETHANJUSTABRANDITSOWNTHINGRELA
46、TEDTOBUSINESSMANAGEMENTOFALLMAJORSTRATEGICDECISION，THESEMAJORSTRATEGICDECISIONSWERECONSCIOUSLYCARRIEDOUTAROUNDTHEBRANDTOEXPAND3FOLLOWTHELAWSOFTHEBRANDDESIGN，BRANDIMAGEBRANDANDACCURATEMARKETPOSITIONING，BRANDPERFORMANCEANDOUTSTANDINGVALUEEMOTIONALCOMMUNICATION7BRANDCOMPETITIONISNOTALLROUNDCOMPETITIONE
47、ACHBRANDHASITSOWNMARKETPOSITIONTHEBASICMETHODISNOTPOSITIONINGTOCREATEANOVELORUNIQUEISSUES，BUTTOMANIPULATEWHATALREADYEXISTSINTHEHEART，THEEYESOFPOTENTIALCUSTOMERSTOBUYSOONTAPPEDDESIRETOMAKEITINTOCONSUMERIMPULSEENTERPRISESSHOULDTAKETHEMARKETASGUIDE，TECHNOLOGYASAMEANSTOADAPTTOCHANGESINITSREQUIREMENTS，SU
48、CHASTHEESTABLISHMENTOFINFORMATIONFEEDBACKSYSTEMTOCOLLECTINFORMATIONABOUTCHANGESINCONSUMER，ANDCONSTANTLYDEVELOPNEWPRODUCT，PROVIDECONSUMERSWITHPERSONALIZEDSERVICE，ANDMEETTHECONSUMERSTOMAKETHEIROWNINAGOODPOSITIONINTHECOMPETITIONTHEWORLDHASENTEREDTHE21STCENTURYBRANDINTERNATIONALCOMPETITION，BRANDINGHASBE
49、COMEANEWINTERNATIONALLANGUAGEINTOMILLIONSOFHOUSEHOLDSTOESTABLISHTHEBRANDPRODUCTSINTHEMARKETPOSITIONESTABLISHACORPORATEIMAGE，ISEFFECTIVECOMPETITIONINTHEMARKETMEANSBUSINESSBRANDISTHECOREPRODUCTBRANDMARKETINGISTODEFYTHEOTHERENTERPRISEMANAGEMENTSYSTEMMUSTBEADOPTED，TECHNOLOGICALINNOVATION，ANDCONSTANTLYIMPROVETHEQUALITYOFPRODUCTSANDSERVICESATTHESAMETIMETOINCREASETHEINTERNATIONALCOMPETITIVENESSOFTHESTRATEGICBRANDRESEARCHANDPLANNING，ANDTHECOMPREHENSIVETOENHANCETHEBRANDSINTERNATIONALCOMPETITIVENESSMOSTCHINESEENTERPRISESINTHEGROWTHSTAGENOW，BRANDSTRENGTHISWEAK
