| Currently, the ever-increasingly fierce competition in the market both worldwide and nationwide has forced corporation in a process of transformation from the traditional "product—oriented mechanism" to a "brand—oriented mechanism". In the academic circle in China, study on brand and application of brand theory are still at an initial stage. The gap between theoretical study and corporation operation explains the present market, a market, mostly, aims at easy-handling, short-term effect. Consequently, brand study in high-tech organization and brand study on product are still a virgin land which remains to be explored. Evidently, the unification of the global economy demonstrates that competition among countries lies increasingly in the competition of high-tech products and high-tech products, more or less, convince a nation's competition capacity and economic power in the world market. Sino-tech Oceanic Co. Ltd, a high-tech corporation, has made its main contribution in China's radio and television industry. And now, its marketing strategy can not be suited for the current new economic environment.The following essay, based on the brand-new theory in brand management in China and integrated the practical situation and industrial characteristic in this company, aims at a brand management model for this company.The essay has been divided in five chapters respectively.Chapter one is a comprehensive review to the research project on brand mechanism. It consists of three parts: problem raising, brand theory and research finding.Chapter two provides diagnosis to Sino-tech Oceanic Co. Ltd and points out problems in its management.Chapter three addresses brand orientation and brand value for Sino-tech Oceanic Co. LtdChapter four is brand mold strategy, including brand-setting, brand-naming and brand-application.Chapter five addresses the brand management mechanism for Sino-tech Oceanic Co. Ltd. Also, it induces the graded management structure for this company. |
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