The Study To The A Enterprise Of The Brand Management Decision

This article analysis the basic concept of theoretical to decision about brand management of A enterprise,according the A enterprise's marketing environment,explains brand management decision of the A enterprise,further study to the A enterprise's brand positioning and brand development. thus proposed to solve problems of brand positioning and brand development to A enterprise. Specific content as follows:The first chapter of the paper,talking about background of research, research purpose and importance,and then analyzes TCM industry in the domestic and international research status, research methods and ideas and the novelty;The second chapter discussed decision-making in brand management theoretical of TCM,and divided into four aspects,mainly make brand management decision theory analysis: brand position, brand naming, brand holding and brand development; The third chapter analyses PEST of the typical A enterprise,SWOT,and decomposed each enterprise marketing environment and its own advantages and disadvantages of systematically; The fourth chapter basically takes A enterprise as an example,this paper analyzes the current A enterprise brand management decision-making of the four aspects according to the current situation, mainly in the positioning and exploring problems to make comparatively detailed analysis;The fifth chapter makes strategy in A enterprise's brand management Position,so as to guide A enterprise to change attitude of positioning,in order to improve the enterprise benefit and development; The sixth Chapter papers summarize the paper's and gets future prospects.The research in this paper,make A enterprise in scientific decision on brand management,on the basis of further effective internal resources integration,establish the scientific concept of development, market-oriented,carries on the effective brand positioning and development,in order to achieve A long-term strategic planning of enterprises.