Our Corporate Brand Strategy Research

The forming of economic globalization and big market of the world makes the competition among enterprises fiercely day by day. This kind of competition has already become the comprehensive competition including products, the service and even corporate culture, etc. from the product function competition rising of the earlier stage and formed the stage construction, three-dimensional competition pattern that melts. It is Named competition of the brand. A lot of domestic enterpraises have problems about brand management and make a lot mistakes. And method the main body of a book is applied to integrate theory with practice, the field carrying out system on the enterprise brand strategy analyses, be tied in wedlock our country enterprise brand strategy present situation, the rational suggestion suggesting that enterprise brand strategy is put into effect. The article has five parts. The first part, mainly elaborates the selected topic significance, domestic and foreign brands strategic research present situation. Second part, elaboration brand and brand strategy concept. The third part, elaborates the insufficiency which in our country enterprise brand management exists, and implementation brand strategy significance. Does the fourth part, how elaborate the enterprise to carry on the brand strategy the foundation, disseminates the protection and the success development brand strategy measure. The fifth part, analyzes Haier's brand strategy. The paper expects to have some application value to the domestic enterprise's brand construction by analysing questions about the domestic brand construction and researching on the domestic brand strategy.