| The Core-competence Theory was paid attention highly by academic circles and business enterprise field since it was put forward by C. K. Prahalad and Hamel in 1990, and acquired obvious result. Along with the development of the ages and the progress of the society, intangible assets become more and more important to the value creation of enterprise, and Brand occupies more and more important position in intangible assets. When we come to 21 century, the competitive factors among enterprises have changed from natural resources and technology to invisible resources, especially the competence of Core-competence and Brand.The most current study of the Core-competence and Brand are independent and desolated. However, the Core-competence and Brand have comparability and consistency. For example, they are both the most valuable invisible resources and core-resources of contemporary enterprise; their connotation and characteristics are tremendously resemble; their developing path are almost consistent; they exert more and more significant function and become key factor of the competition of enterprise, etc. Based on the actual state of the Core-competence and Brand research, the consistency of the Core-competence and Brand, and the important function in contemporary competition of the Core-competence and Brand, this thesis try to push the research of the Core-competence and Brand further, build connection between them. So, we bring forward the research of brand extending strategy based on the Core-competence, and this is the innovation of the theme we selected, in order to build relation between the Core-competence and Brand, and take inspiration and guide to enterprise practice.The thought of theory connecting with reality runs through the whole article. We use qualitative analysis method to research, matches with actual case to analysis and upgrade, and fully make use of sketches and form to explain, in order to avoid discussing empty and vague. The whole paper includes four parts:... |
PDF Full Text Request