The Diagnosis And Enhance Brand Of A

With the development of market economy, competition among enterprises becomes more and more intense. Brands are playing an increasingly important role in enhancing the core competitiveness of enterprises. Currently, there are a lot of research results related to brand management have been widely used in businesses. However, few of them are about diagnosis and enhance of online brands. Therefore, this article is committed to diagnose the problem Company A encountered in the process of growing the brand, through scientific analysis and methodology, and propose feasible solutions.In this paper, the study is based on a community e-commerce brand of Company A’s website, using brand management theory and practical knowledge combined with Company A’s brand diagnostic and enhance. Company A is a consumption-based guidance and transaction services community e-commerce website which belongs to a branch of online brand. With rising brands in the online space, there are all kinds of e-commerce websites, such as Tencent, Taobao, Baidu, Sina, Sohu and other industry heavyweights. Company A popped up in this Red Sea as a distinctive community e-commerce company.Firstly, based on with relevant theoretical basis of brand management, the necessity and importance of brand management for Company A is assessed; Secondly, a detailed analysis of the current development of online brand management and Company A’s brand management status is performed, diagnosing Company A’s brand management problems and causes of the problems; Finally, based on brand management theoretical knowledge and practical knowledge, proposing countermeasures and suggestions to enhance the company’s brand.By combining the theory and practice of research results, it shows that development of online brand must rely on the support of the establishment and management of the construction elements of the framework. Appropriate management methods to regulate the online brand development are need at different stages. In the current extremely competitive e-commerce environment, analysis of the Company A’s brand in the external environment provides a strong basis for the positioning and diagnostic improvements to enhance the brand. In the new market development stage, Company A needs to have a re-positioning of the brand, and then propose targeted suggestions for future development based on the new positioning.A purpose of this paper is to come up with a brand diagnostic solution to adapt to and enhance Company A, and to provide a reference for the development of the same type of enterprises with online brands.