Brand Operation Analysis Of Beijing Dragon Seal Wines Co.,Ltd.

To many small and medium-sized enterprises of our country, facing the intense market competition, they are in a relative disadvantaged room because of lack of capital or capability of innovation, especially when there are many international enterprises surrounding. Even though some of them may have resources, they are unable to make good use of the advantages. In these companies, some do own brands that have remarkable market results, but lack of high-level brand operational capability or have little other resources that can support the brand operation, in the end, the brand get to be acquired. Therefore, it is necessary to do some research on how to enlarge the advantage of the brand resource and raise the core competitiveness of these companies.This thesis gives a deep analysis from the resource-based view. Put forward that enterprises that own good brand but with little other resources should pay more attention to the tractive effort showed by the key resource—brands—to the company's strategy and develop the potential value of brands based on cooperation of the industry value chain. In the end, this thesis introduces a case, in which the target company has the same situation as we described thereinbefore. After analyzing the basic situation of the company and the industry, the article gives a feasible proposal for brand operation based on synergy of the value chain, which can contact joint resources both inside and outside the company, especially the key factors to win the market, and therefore change the passive situation of the enterprises because of lack of input.