Study On Local Brands Environment And Brands Group Construction

In the economical globalization today, China is facing the target from the non-brand economy to the brand economy transition arduous duty. The newest brand theory: brand ecology theory points out the brand is not only the static state, we should realize their complexity, integrity, conformability and their ecology natures. Therefore the brand is the subject lives on the certain environment, the brands environment belongs to the enterprise external environment resources, the understanding of brands environment could help the enterprise to realize the brand strategy, and at the same time it will show a vital significance regarding on the local brands construction from the whole.2004-2005, the World Brand Lab promotes 2004, 2005 "China Top 500 Brand" rank, this is the first time for china to hold such kind of brand evaluation which is made by a first-rank brand research institute. This paper uses the partial results of "China Top 500 Brand" of year 2005, takes the province as the basic region unit, and carries on the data analysis regarding the Chinese brands local distribution and the local brands industry distribution. In this paper, we scan the brands environment from two parts, first is the data correlate analysis between the brands local distribution and the local economy, the second is the local brands industry concentration. We make the two parts as the essential factors regarding on the brands environment. Through the results of brands environment scanning we will get better understanding about the present situation of local brands group construction, besides this we could choose a better brands group strategy according to the brands environment analysis, bringing forward some feasible proposals in the practice.