| The brand is one of the most important resources of enterprises. Branddevelopment is a dynamic process to establish and strengthen brand. Since the1970s, brand management has become an important part of enterprise strategymanagement. It has become a development trend for enterprise groups to implementbrand strategy management. In recent years, domestic enterprises have recognizedthe importance of brand and have introduced brand strategy in different degree tobuild their own core competitiveness.In2013, the SASAC issued the "guiding opinions on strengthening brandconstruction of central enterprises (Draft)" and pointed out that it is an inevitablechoice for central enterprises to strengthen the brand construction to create world-class enterprises, the internal requirement for the transformation and upgrading, andthe needs reality to improve the management level of internationalization. ForChina Aerospace Science and Technology Corporation (CASTC), facing the newenvironment of market competition, brand is of great significance to achieve thecorporation’s development targets.In this paper, based on brand theory, using document analysis and survey, wefirstly analyzes the existing problems in the brand development of CASTC,including three aspects of brand structure, brand management, brand promotion.Secondly, we put forward some ideas and target of brand development of CASTC.According to the the successful experience of brand development of domestic andforeign enterprises, we proposal brand development strategies of CASTC fromthree aspects, including the brand structure planning, brand management systembuilding, brand promotion system optimization. Finally, we discuss the measures toguarantee the implementation of the brand development strategy, including:strengthening the management, building the construction of talent team, increasinginvestment, and improving culture development. Hope that this study can promoteand reference for brand development of CASTC. |
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