Mechanism Of The Ambidextrous Competence To Plement Brand Positioning

Brand positioning strategy and its implementation is a key link in the process of brand building. But how the firms make the external branding strategy to adapt the changing needs of customers through brand positioning? How to deliver and maintain brand positioning strategy through internal branding to adapt changing in the external environment? How to perceive the potential customer demand perspective, and make explicit from the perspective of competitive, and make brand positioning into the heart of customers in a timely to form a unique brand image, occupy a certain position? Still need further research.The existing theory is still unable to solve the actual problem. Combining exploration and exploitation perspective of the ambidextrous competence to study of brand positioning, help to dig deeper into the external branding and equilibrium of internal branding, more comprehensively and deeply reveals brand positioning. On the one hand, the exploration of external branding perspective helps reveal by adjusting dynamic target in the process of rich brand connotation will be made explicit implicit demand customers. On the other hand, exploitation perspective helps to reveal how the enterprise to achieve each evolution stage of static by raising the level of perceived responsiveness in brand positioning, but the brand promise.This study takes Italy Huan Yi travel agency as the object of case study, combined with the ambidextrous competence and brand positioning theory analysis how to balance the external and internal branding to promote brand positioning in different stages of Huan Yi. This article research conclusion has the following two aspects:Before, after, in brand building, the ambidextrous competence of enterprise different levels employees is different. Before the brand creation, due to the restrictions of the independent decision-making power and management hasn’t ability to balance between external and internal branding; in brand creation, the enterprise management gradually has ambidextrous competence to balance the external and internal branding; after the brand creation, the management balance the external and internal branding by shaping ambidextrous competence of business. This research reveals the evolution of the different levels ambidextrous competence to brand positioning implementation.Enterprise promotes brand positioning strategy through updating and perfecting balance external and internal branding. In external branding, Huan Yi uses strategic logic of ’Reversal is the movement of the Tao’, realize strategic goals which to create and lead a totally different from the competition trend; to make customer’s implicit demand into explicit. In the internal branding, enterprises adopt logic of "Weak Dao use", Strategy is standardization of services and exploring new service standards, to match external branding, and path is to perceive and response customer demand. External branding uses the established brand positioning delivery to employees its’ top brand image to lead the internal branding by emphasizing the costume between Inner and outer. Internal branding match the established brand positioning with service quality, and that commitments brand to customers and strengthen brand image to promote external branding. This paper concludes that the external branding and internal branding mechanism model of brand positioning.This study explicates the different levels of ambidextrous competence evolution influence on brand positioning. In the three phase of the before, during and after brand building, and it is concluded that the external and internal branding mechanism model of implementing brand positioning. This study provides a systematic research perspective for service enterprises in brand building, and for practitioners to provide a use of internal and external ambidextrous competence to develop their own brand, which has more empirical support for the framework.