Research On Industrial Brand Construction

Our country is a big industrial country, its products spread across the world, but o nly have few the world famous brands. The current international market competition has not only focus on cost, price, but also it is changing constantly to technology, innovation,brand.With the deepening of international competition, our country industr ial enterprises have been deeply impressed by the impact of the international brand, an d their brand consciousness is gradually awakening. In recent years, our government a ttaches great importance to industrial transformation and upgrading, and developing t he brand of industrial enterprises is an effective way of transformation and upgrading of our national economy.Western scholars start the research of industrial enterprise brand construction earl y which is from the sixties and seventies of the last century and form much theoretical literature. The research started later than western in China and the related research is 1 acking. This paper adopts the method of combining literature, theory and case study, c larifies the relationship between brand construction and quality, service, image, cultur e, management, innovation, communication and other factors by studying the related t heoretical literature of brand and industrial brand building and briefly analyzes the rea sons for the implementation of the brand construction of China’s industrial enterprises Brand building is a strategic project that calls for companies to strategic vision, the b ig picture according to the comprehensive situation, long-term, continuous operation. Brand building can’t been completed in short term, it needs to make unremitting effort s and persistent insistence.The paper analyzes the successful practices of Sinochem Lantian in brand buildi ng by the specific case of Sinochem Lantian brand building. It confirmed the practica 1 significance of the theory and use SWOT to propose brand construction optimization suggestions, so as to explore our country industrial enterprise brand construction met hod and path and hope to give reference and enlightenment of the brand construction t o the similar industrial enterprises.