The Study Of Value-increasing Tactics About High-tech Brands In Shandong Province-a View From Brand Assets Stucture

Competition between enterprises has undergone product competition, cost competition and talents competition before brand competition. All of enterprise's technologies, talents and capital are reflected on strong brand competitive ability in the end. In this sense, an era of brand competition has come, and the brand management strategy of an enterprise decides its survival length and strength. Moreover, high-tech brand is a reflection of the comprehensive advantages of a certain place's high-tech industry, representing its image. Along with the development of high-tech industry, consumers' high-tech consciousness is increasing. From the high-tech brands, a place's image of high-tech industry, consumers are able to have knowledge of its economic development, its latest develop-direction and its accordance with the demands of the market. In this way, this place may establish its high-tech industry image.This paper focuses on the value-added tactics of high-tech brand in Shandong province, establishing structure model of high-tech brand asset, proposing key factors which facilitate the increasing of brand value, as well as building up the weights appraisal model of brand value-added tactics. This study mainly employs factor analysis, AHP and Dephi methods, combining qualitative and quantitative analyses. To be detailed, firstly this paper makes a review of the previous studies on tradition brand and high-tech brand, both the abroad and home, defining concerning concepts and introduing relative basic theories like brand strategy and brand asset theory. Secondly, it analyzes the development of high-tech brand and high-tech industry in Shandong province and locates the problems of high-tech brand development in Shandong province. Thirdly, through qualitalive and quantitative analyses, it establies high-tech asset model of Shandong province, based on which the key factors leading to brand value-added are proposed. Fourthly, in accordance with the key factors, focusing on the four main high-tech industries in Shandong province, it weighs the common tactics of adding brand values, employing AHP and Dephi methods, which gives quantitative guides for high-tech enterprises in Shandong province. Finally, based on the key factors and tactics weights, it gives some suggestions about the detailed brand value-added tactics in Shandong province.