Research On Brand Strategy Management Of "Wong Lo Kat" Based On Core Competence

As China's WTO End of protection period, China's enterprises will face even more fierce market competition, especially multinational enterprises to rely on its international brand, continue to occupy the Chinese market share, so that enterprises in our country at a critical national brand competition, lot of brands of Chinese enterprises on thin ice. Because of technological innovation cycle shortened, global product cycles are shortening the alternative, so the product of international competition is becoming increasingly brand. According to the United Nations Industrial Program statistics, accounting for less than 3% of global brand of brand-name products accounted for 40% of the global market, global sales of 50%. Corporate and product brand is a symbol representative of the external competitive advantage of enterprise performance is that it has its own brand. It can be seen that in modern economic activities, branding for enterprises of great significance and role.Therefore, this paper are from the core competence and the relationship between brand strategy perspective, to analyze the"Wong Lo Kat"brand strategy management, research on China's beverage businesses how to implement brand strategy and effective management to enhance the core competence of enterprises, thus contributing to the strategic objectives of enterprises the implementation. At the same time, through the"Wong Lo Kat"brand of strategic management research, highlight the strategic management of brands to enhance the enterprise's core competence of the great role of other relevant beverage enterprises in our country to implement effective management of the brand strategy can draw on the ideas and conclusions, which in an increasingly intense competition in the beverage market to explore the suitable business or the industry's brand development.The paper is divided into seven chapters. Chapter one are part of preface, introduction of the background to the study of this paper, the meaning and object; second chapter is literature review, mainly for brand strategy, the core competence of enterprises and other related theories; Chapter three is introduction of this thesis research ways and writing procedures; chapter four analyzes the development of Chinese beverage manufacturing industry status and trends, as well as the JDB Group of Hong Kong to add internal and external resources, such as strategic environmental factors; Chapter five studies the enterprise's core competence and the"Wong Lo Kat"between the strategic management of brands close relationship, as well as with the current international and domestic famous brands of soft drinks compared to highlight the core competence of brand strategy at the important role of management; Chapter six is that JDB Group of Hong Kong how to add concrete measure to put effective brand Strategic Management into practice; Chapter seven's conclusions and recommendations are to sum up the full text of this paper to further highlight the central argument of the study.