Research On Branding Of Entity Enterprise' Club Based On Internet +

In recent years,the development of club industry is increasingly diversified.Many new clubs are springing up with the development of traditional clubs,in which the Pollen Club is a typical example.These new clubs often differ from golf clubs,yacht clubs,such as traditional clubs,they are founded and funded by entity enterprises,but they have no public facilities,no pricing mechanisms,they don't charge any fee to members.At present,there are a few researches on this kind of new clubs,and the content is mainly described and lack of systematic researches.Based on the principle of brand economics,this paper researches these new clubs and puts forward relevant countermeasures.First of all,this paper introduces the various parts of the research,including meaning,framework and so on.In the research background and the research significance,this paper puts forward the research question:how entity enterprises should carry out the club brand building to enhance its brand value.In the research method,this paper describes the theoretical analysis,the qualitative analysis,the case analysis and the data analysis which are used in this paper.In the research innovation section,this paper describes the principle of value evaluation under the framework of brand economics,and researches the influence mechanism of new clubs on the brand value of entity enterprises through the TBCI model.Then,this paper reviews the literature on club,brand value and brand building.Main part of this paper researches on the influence of clubs on the brand value of entity enterprises,mainly through the cases of Halley and Huawei.Based on the TBCI model,this paper analyzes and rates each metric of the two enterprises,and then measures the brand credibility of the two enterprises.Through the formula of brand premium,this paper concludes the changes that before and after the two enterprises set up the clubs.Finally,through the empirical researches of two different industries,it is concluded that entity enterprises can enhance their brand value through club construction.Through the above researches,this paper applies the theory of value assessment under the framework of brand economics to the practice of club value assessment.Through the TBCI model,this paper puts forward the countermeasures for the construction of clubs.Entity enterprises should accurately locate the target customers,understand their needs for emotional desires,then identify their own emotional benefits,improve emotion recognition of the target customers,enhance publicity,promote interaction,finally realize the promotion of enterprise brand value and effectively solve the practical problems.