Research On Evaluation And Management Tactics Of High-tech Brand Reputation

From the late of 20^th century, Preferential policies of government for high-tech industries have driven the rapid development of related industries. With the rapid expansion of high-tech enterprises,the abuses, such as small scale,weak management level, weak brand awareness,have been hampering the further development of high-tech enterprises in China. The phenomenon of short-lived enterprise, coupled with characteristics of high-tech industries such as high input, high risk, high-return, which triggeres high-tech enterprises to improve their ability of resisting risks and sustaining competitiveness.In the market environment,with the increasing competition among enterprises, the marketing conception has been developed, and the consumer's demand are regarded as the center of marketing.When consumers choose products,they not only attch importance to the quality of product,but also give more attention to the design of product,services,brand characteristics,brand reputation and so on.Before consumers make a decision,most of them will collect and analyse a great deal of information.It is in such a social and market environment,people gradully wake up to the importance that brand reputation management makes in building and maintaining competitiveness and sustainable development ability of our high-tech brand.In our national enterprises,some high-tech brands have arisen and become the leader brand in their industries,and their market are rapidly expanding to the market all over the world.This paper is divided into six chapters.In the first chapter,we introduce the research background, methods,frameworks and innovation.In the second chapter,we trim the studies of domestic and foreign scholars. Then we bing out the concept of high-tech brand reputation in the paper and propose the uniqueness of the high-tech brand reputation management.In the third chapater, beginning with the consumer's perspective,we discuss how the brand reputation come into being and exert in the process of purchasing.In the forth chapter,we construct the evaluational model of the high-tech brand reputation system,and we use the descriptive statistical methods to test the effecting factors of high-tech brand reputation.In the fifth chapter,we propose a series tactics for high-tech enterprises in our country to improve their brand reputation management level.In the sixth chapter,we draw the conclusion and make a expactation for the development of high-tech brand reputation.