Research On Brand Management Of Guizhou Business

It is said that the key of competition in Agriculture Economy was land, in Industrial Economy was machine and brand in today' s Information or Web Economy. Just as American marketing expert Larry Light said, marketing in the future is a war between brands, brands compete to seize the marketing with their own strong points. It is the brand that is the most valuable assets for an enterprise. It is important for businessmen and investors to realize that owning a factory is second important to having the market, while the only way to keep the market is to own predominant brands.As for brand, many executives of business enterprises, in china today, only have the ostensible cognition, but have no systematic theories, and have the brand consciousness, but have no concrete and scientific operation method. That means brand building; brand popularizing and maintenance are still at the primary stage. Under the pressure of marketing and environment competition, we have to rethink about the issue of band in a scientific way.As one of the four most important traditional mediums, newspaper is also a special goods. Newspapers, in the past, usually play helpful roles for other to build band. However, along with the competence gradually turn worse, newspaper offices have to face the issue of brand management. Only in this way, they can realize the conversion from product to the brand, from brand to the brand image, from brand image to the brand property. In the preface of my thesis, I give an introduction of value and approach for my research. Then; I report the details in four chapters: Chapter 1 is the theories foundation for my research, which primarily introduces the concept of brand, brand property, brand management and the approach of brand management.In Chapter 2, I will describe and analyze the establishing background, product and organize innovation, operating strategy and brand state of Guizhou Business.In Chapter 3, I will analyze mainly macroscopic and microcosmic environment of Guizhou Business in the first, then I will investigate the competition situation Guizhou Business faced by Five Competition Powers model and SWOT model.Based on the theories introduced in Chapter 1 and the analysis of Chapter 2 and Chapter 3, I will make a summary and give advices about brand positioning, brand molding, brand expanding, and brand imagine maintenance for Guizhou Business, as the outcome of my investigation, in Chapter 4.