The Strategic Programming Research Of Foster And Development Of Territorial Independent Brands

Today, as the fast development of world economy, brand strategy is becoming a talisman of taking up international marketing and bringing along the development of domestic economy. Brands incarnate the national economy strength and they are the representation of national distillate. Through implement brand strategy, we can carry through scientific development viewpoint better, and promote forming the circular economy and abstemious economy, realize the spanning development of economy. In 2005, Tianjin CED cooperated with Tianjin University the school of management to accomplish the project of"the strategic programming research of foster and development of Tianjin main independent brands". The purpose of the project was to mark out and management the independent brands in Tianjin, make some help for the eleven"five year programming"and improve the development of Tianjin's economy.This article, which relies on the project as its theory basis, analyses the meaning and characters of independent brands. According the result of the analysis, it classed the brands, and adopted different method to different sort.The main innovation of this article includes:First, expound the meaning of independent brand and territorial independent brand and analyses the characters of independent brand on the basis of brand theory. Second, establish"the two dimensionality mold". It chooses the brand competitive ability and marketing attractive ability as the integrative evaluate indexes to appraise the existing brands. The two integrative indexes are all include several idiographic indexes to analyses and appraise independent brands external and sound.Third, establish magnet mold of foster and development of independent brand, which is establish from six aspects including human resource, fund, material, technology, information and service. And it is on the basis of government's policy system, industrial's policy system, marketing oriented system, enterprise's development system and social support system. Forth, put forward the thinking of setting up brands armada. According the analysis result, we set up the brands armada with the do better and bigger brands in"the two dimensionality mold"as flattop brands and with the develop brands and upgrade brands as the frigate brands.