Brand Strategy Research Of Shandong Academy Of Sciences

With the economy growing of technological support and lead, the technological progress and innovation has become the leading force in economic and social development. As the main body of scientific technological advancement and innovation, scientific research institutions shoulder the historic mission and the era of trust, which also play an important role in the process of economic and social development increasingly. Brand building research of institutions is an important part of scientific and technological work ,which is the communication channel and the environment safeguard of itself. Brand building research of institutions plays an important role in shaping the image and expanding the influence, enhancing culture and promoting development, creating environment to promote harmony and gathering forces. As the objective requirements as well as the missions of public institutions, research institutions devote most of their energy to focus on technological innovation, personnel training, industrial demonstration and other areas, ignoring the significance and value of brand building, missing programs supporting security measures, so brand building has lagged behind.As the largest high-tech research and development-oriented science research institutions of Shandong Province, Shandong Academy of Sciences takes serving the economic and social development better and faster for the purpose, improving the capability of independent innovation as the main direction, relies on its research strengths, gathers high-level scientific and technological personnel, and promotes scientific and technological achievements and technical services vigorously. With the rapid development and opening concept,Shandong Academy of Sciences needs to shape their own strong brand, seize high ground in the field of technological innovation, display external brand image, attract social resources, create a good public opinion environment, build internal brand culture, gather strength, and promote the development of various undertakings further.There are many research and theory of corporate brand strategy at home and abroad, but few study for research institutions ,so there is still room for innovation study in depth and breadth. The paper takes Shandong Academy of Sciences as an example, starts from the theory of brand strategy and teases out existing brand-building problems of Shandong Academy by analyzing the status of brand building and strategic environment. The paper exploits theoretical knowledge related and designs implementation of measures to meet the actual needs tailored for the Shandong Academy of Sciences including brand positioning, brand building, brand communications, brand management and brand development strategy ,which fills its lack of brand strategy. This paper not only applies to brand-building of Shandong Academy of Sciences ,but also has the reference value to the same type of research institutes and enterprises for building brand.This paper is divided into six chapters. Chapter I proposes the Introduction, background, methods, significance and innovation of the paper; the second chapter gives the strategy, concepts and research results; the third chapter analyzes the brand-building status, characteristics and problems in Shandong Academy of Sciences; Chapter 4 provides the brand philosophy and brand strategy framework; Chapter 5 gives implementation plan on brand building, brand communications, brand maintenance and brand strategy and other content security system in the Shandong Academy of Sciences; Chapter 6 conclusions and prospects.