The Research On Brand Strategy Of X Group

With the global economic integration and competition intensifies, between enterprise’s competition has been from the early function of product competition rose up to "brand competition", pay attention to the enterprises’ and products’ brand building, the implementation of brand strategy, will be the only way to strong enterprises bigger and stronger, brand will become a strategic weapon for enterprise winning the market. Enterprise’s brand is the core competitiveness of enterprises, and the brand strategy is the whole life cycle of the enterprise brand, the whole process of management and comprehensive consideration. Whether a business can build a brand that has the market competition ability, the enterprise’s brand strategy plays a decisive role in it. At the same time, with the deepening of China’s reform of state-owned enterprises, structural adjustment, transformation and upgrading, state-owned enterprises reform has entered a stage of deepening. If the state-owned enterprise want to have the strong market vitality and competitiveness in the market, a strong brand is essential, even state-owned enterprises can or not make suitable for the actual situation of the enterprise’s successful brand strategy, to create a well-known, renowned at home and abroad enterprise brand is an important symbol of the success of the reform of state-owned enterprises. And with the development of the Internet, consumer behavior is already changing, many enterprises especially traditional enterprises have a great impact. The wave of the Internet is rapidly changing people’s way of thinking and living habits. The traditional state-owned enterprises also face how to carry out the "Internet plus" upgrade to the enterprise, how to stand in the customer’s point of view the use of the Internet for the brand positioning, how to boom the era proposition through the integration of "Internet plus" brand strategy. establish targeted "Internet plus" brand strategy, enhance the enterprise market strength and competitiveness, is also the problem of brand strategy that the traditional state-owned enterprises can not avoid.Although many companies are aware of the importance of the brand and the brand construction including the management, but at present domestic enterprises in brand awareness and management still exist many problems. How to establish the enterprise brand strategy, according to the actual situation of the enterprise established can be operation of brand strategy, is a problem faced by many enterprises to strengthen brand strategy research, actively set up enterprises to self brand, to brand strategy as the breakthrough point, in the "new normal" secondary transition.This study analyse the problems of our c orporate’s brand strategy, according to the domestic and foreign literature on the brand and brand strategy, and discuss the possibility of introducing a new brand strategy. With X Group as the study subject, this article reference the success stories of advanced brand strategy, establish the brand valuation model to assess the brand value of goodwill assessment,by Y & R Young & Rubicam brand evaluation model, the qualitative and quantitative analysis, field surveys and case law, etc. And this study analyse the problems of existing brands in order to improve the company’s brand building, proposing the brand strageties with the actual situation of X Group, and put out the suggestions on the process of implementation to look forward to the enhance of brand communication and brand building, including the product’s added value, to enhauce the influence and competitive power of X Group, also provide the objective and scientific reference value for the similar multi-brand managing companies.