The Research On The Brand Creating Of Private-Owned IT Enterprises In Nanjing

When our country market entered the time of brand competition, the private-owned IT enterprises in Nanjing must create famous or strong brand, to face the challenges and grasp the chance from the entrance of WTO.The private-owned IT enterprises history of famous brand creating composes five phases, budding, neatening, resuscitating, reforming and growing, and restarting. In the famous brand creating progress of the private-owned IT enterprises, there existed many problems, such as the problem of environment, of management, of marketing, of enterprise culture. Attributing to the historical burdens to brand creating, poor inter-management and the lack of efficient brand management, the private-owned IT enterprises are devoid of strong brands badly.We can classify the factors into interior brand system and exterior brand system, which influence the brand creating. The systems influence the brand creating and managing by the value-creating activities, exchange cost, rigidity of core capacity and implementing. Based on the system influence mechanism, the system of famous brand creating is founded, which has brand strategy as the core, and optimize the systems with enterprise management, brand innovation, total quality management and relationship marketing to create famous brand.If want to make use of this theory, firstly, the private-owned IT enterprises must establish suitable brand strategy for themselves. Secondly, they should choose correct brand position, design unique brand and transmit it by IMC, emphasize more on brand innovation and TQM, commit relationship marketing and found enterprise culture, which take brand culture as the core. Finally, they should control the brand strategy executing by brand valuating, protect the brand and supply increment for it.