Brand Strategy Construction And Implementation Research Of K Software Company

In the field of industry software development,many managers think that brand strategy is not significant,and it has little to do with the development of company.In fact,successful software enterprises have further research and application on brand strategy which is the power that drive software enterprises to develop.Besides,successful software enterprise of brand strategy can gain more recognition of customers,so as the product has greater premium ability.Such as Huawei,the world's largest manufacturer of communications equipment.The professional and advanced product has been recognized by customers and has become the label of Huawei.Huawei established company of mobile terminal in 2010,the MT takes full advantage of profession and innovation of its brand,which help Huawei more convenient and rapid to get market promotion and consumer recognition,ranking third in global MT sales in 2017.Based on the development of K software company and successful cases,this paper studies the brand strategy planning and execution of K software company.Firstly,combining with the 3C2P1 S theory of brand strategy,the brand strategy is positioned for K software company from six aspects including brand interest,brand price and brand competition.Then planning K software company's brand strategy,completing multi-brand choice,brand entity design and brand image design.Finally,implementing plans for K software company includes organizational structure adjustment and brand equity protection.The structure of this thesis is divided into several chapters.Firstly,presented the background and research methods,then the practical problems base on K software company are analyzed and the solutions are proposed.Then,combining the brand strategy positioning theory,brand strategy planning and brand strategy implementation theory,the brand strategy development of K software company is analyzed,planned and implemented.The purpose of this thesis is to combine the theory of brand strategy formulation and execution with the actual situation of K software company,complete the formulation of brand strategy,and put forward reasonable implementation suggestions.The significance of this thesis is not only to solve the brand strategy problem of K software company,it can also provide reference for the same type of software enterprise,improving the overall level of brand management of industry software companies.