Study On Brand Integration Strategy Of Corporation Group

The era of brand economy has been coming, since varieties of brands, closely related to our clothing and living, flood every corner of the world. As an important type of the immaterial assets, brand plays an extremely key role in the economy system and has become the comprehensive reflection of the enterprise core competition force.Now that the brand strategy in our country has just appeared, much puzzles and misunderstandings do exist in breeding brands especially in the process of brand integration of corporation group. And these problems can't be solved with the traditional brand management theories. In order to solve the problem of low brand management arrangement and the lack of systematic cooperation in brand system, we must make brand strategy mode through brand integration in the light of strategy view. When solving the above problems, not only new fields are pioneered at the brand management theory but also it is based on brand construction practice. Therefore, the research in the paper is meaningful both in theory and in practice.In the beginning the paper discusses the research background, the research condition both inside and outside, the significance of the research in both theory and practice, and the research thought and main content of the paper. The second chapter discusses the meaning of brand integration, the reason of brand integration, the practice of brand integration and the deficiency of existing brand integration theory. Then from the view of corporation group, paper discusses the meaning and the practice of corporation group, and brings forward four kind of common brand integration strategy pattern of corporation group. The forth chapter deals with the index system which includes brand competition index and market attraction index, and puts forward deciding brand integration strategy pattern of corporation group by the analytic result. As follows, the fifth chapter validates the two-dimensionality analyzing theory by several corporation groups of Tianjin. Then the last chapter makes a conclusion for the whole paper and puts forward research expectation in future.