The Study On Brand Strategy Of Chinese Traditional Business Enterprises

The 21st century will be brands'time, branding has already been an extremely complex economic phenomenon. It has important value both in theory and practice. Under the economical globalization background, international famous brands have already surmounted the national boundary, and have a large number of customers in the world scope, from which they obtain enormous benefit. As for Chinese enterprises, it's urgent to implement brand strategy positively if they want to hold a position in the market, which also is the the foundation of our state competitive power of economy in the world.Chinese traditional business enterprises are historical testimonies of our state economy development. Most of them have a well-known brand, however, because of lacks of the brand management consciousness for a long time, they didn't make good use of brand effect to obtain a good devlepment, so that the brand property drains gradually, and many enterprises are in danger. It has vital significance to study brand strategy of Chinese traditional business enterprises, which may not only indicate the direction for the traditional enterprises, but also establishes good model for the small or medium-sized enterprises in China.This thesis analyzes the present situation of traditional enterprises, and tries to find problems existing in brand strategy. By what it proposes a brand strategy mode for traditional enterprises, including brand strategic decision, brand positioning, brand innovation, brand communication, brand maintenance, as well as brand core value refinement and brand innovation. The thesis puts forword the traditional enterprises'strategic developing plan and particular applying measures, and the traditional enterprises may choose the best measure by analyzing the external environment and their own strengths.