Model Construction And Application Study Of B2B Brand Building

In today’s world, the competition between enterprises has converted from individualcompetition such as product, technology, price and resources to competition incomprehensive strength brand represented with brand. However, at home and abroad mostbrand theory and strategy researches mainly are concentrated in the B2C (consumer)market currently, such as the brand equity connotation, brand value of assets evaluation,the brand equity management and cultivation and other fields, the research and literatureon B2B market are much less.This article selects the B2B enterprise as the research object, based on the followingconsiderations: first of all, the particularity of B2B market—the higher technology andcustomer’s sense consideration, so often this kind of brand construction are different fromB2C. Secondly, domestic enterprises urgently need to build B2B brand in order to be in aninvincible position in the competition. Thirdly, with highly complexity of B2B product, itstransaction process must also have a senior expert’s participation, B2B brand building hasbecome an important object of study. Finally, B2B products purchasing subject is theorganization of customer (including enterprise, government and non-profit organization,etc.), also earlier use new products than the consumer.Most B2B markets use the relationship management as the main marketing mode, ascompetition becomes increasingly fierce, brand building into the B2B field will graduallybecome the focus of attention of theorists. Many practices shows that the brandconstruction is vital for B2B market, by creating customer loyalty to enhance marketshare.At present Chinese B2B enterprises are facing serious competition pressure of brand,therefore, it is necessary to study the related elements of B2B brand construction.In order to do systems analysis of B2B brand construction theoretically, the relatedliteratures at home and abroad are collected, the progress of theory of B2B brandbuilding and management of domestic and foreign scholars is grasped. Based on theneeds of theory and practice, this paper describes the construction of B2B brand andinfluencing factors analysis, does empirical analysis combined with B2B brandconstruction, and finally puts forward some countermeasures for the construction of theB2B brand. But in reality, for the difference of product enterprise, customer characteristics and enterprise external environment, effect level and mode of action ofinternal and external factors are difference in normative analysis. Therefore, it’s difficultto put all the influence factors included in the research fields. And for the limits on thesample size and inherent defects of empirical analysis methods, empirical researchconclusion cannot determine whether it has the universal applicability. This article isexploratory research, further study of wider application of theory and empirical researchis necessary.