Brand has gradually become a comprehensive and humanistic symbol for enterprises. For this reason, I will share it with you, welcome to read it.

1: Research on Brand Strategies of Private Enterprises

Abstract: Since the reform and opening up, my country's domestic private enterprises have made great progress, and a large number of powerful large and medium-sized enterprises have emerged. Private enterprises, and private enterprises are playing an increasingly important role in absorbing employees and increasing government revenue. However, the overall competitiveness of my country's domestic enterprises is currently weak. In addition, with the entry of a large number of foreign-funded enterprises after China's accession to the WTO, China's domestic enterprises, especially private enterprises, are facing severe tests. How to improve the comprehensive competitiveness of domestic enterprises, especially private enterprises, and get rid of the current predicament has become a top priority.

A common understanding in the business community is that the competition between enterprises is essentially the competition of corporate brands. Improving the brand value of enterprises and doing a good job in brand strategy are necessary to improve the competitiveness of enterprises. One of the essential factors.

Keywords: private enterprises; brand strategy; core competitiveness

1 Overview of corporate brands and brand strategies

1.1 Brand Meaning

A brand is a name, used in combination with a term, mark, symbol, symbol or design, and used to distinguish a brand or a group of brand sellers or their competitors. In fact, the current brand meaning has been greatly expanded. The premise of brand formation is the quality of the product, and the goal of brand creation is to ensure the supreme status of the product in the hearts of consumers. It has been connected with the overall image of the enterprise and is the "face" of the enterprise, that is, the corporate image.

1.2 What is brand strategy

Brand strategy refers to the way an enterprise creates a good brand image in the market. It is a strategic choice to improve product popularity and use visibility to open up the market, attract customers, expand market share, obtain substantial profit returns, and cultivate loyal brand consumers. Brand strategy is the core of modern marketing. From the perspective of the function of brand strategy, a brand is not only a symbol of a product, but also a comprehensive reflection of product quality, efficiency, and reliability in meeting consumer utility. It condenses the enterprise's scientific management, market reputation, and spiritual and cultural connotation of pursuing perfection, and determines and affects the product structure and service positioning. Therefore, it is the basic function of brand strategy to exert the brand's market influence, bring confidence to consumers, and provide consumers with material and spiritual enjoyment.

2 Taking sports brands as an example, the brand strategy of domestic private enterprises

2.1 Li Ning

In 1989, Li Ning founded the "Li Ning" sporting goods brand and sponsored Taking the opportunity of the 1990 Asian Games, the Chinese delegation started Li Ning's business, thus creating a precedent for Chinese sports goods brand management. In 1990, the brand "Li Ning" spread throughout China along with the Asian Games torch. In the 1992 Barcelona Olympics, "Li-Ning" was selected as the exclusive award-winning equipment for the Chinese sports delegation, thus ending the history of Chinese athletes wearing foreign sports brand clothing at the Olympics. From 1993 to 1995, Li Ning experienced a stage of rapid development. In the following three years, "Li Ning" itself carried out a series of business adjustments. After that, it ushered in the second development of "Li Ning". After ten years, With its growth, "Li Ning" has already become the number one brand of sporting goods in China.

After experiencing leap-forward development, "Li Ning" has encountered its own growth ceiling. This is a problem that any company may encounter - after successful rapid expansion, the company's growth rate drops sharply until it stands still or even regresses. Everyone in the company feels that there is something almost magical that prevents the company from growing in scale and efficiency, and everyone is oppressed by a sense of crisis.

Later, during the 2002 World Cup, "Li Ning" launched a special advertisement: ordinary boys and girls appeared on ordinary roads, overpasses, open spaces, rooftops, and alleys. There were no professional sports venues, no spectators, and no Cheers, they are running, playing football, basketball, badminton... everything seems normal... They are all wearing Li Ning clothes, and their eyes reveal endless concentration and intoxication on sports - they seem to have forgotten everything around them . Clothes were hanging in the courtyard, and they stood on both sides playing tennis; a white circle was drawn on the iron gate in the alley, which became a throwing board; in the house, a child closed the door neatly with a standard throwing movement. Light button... Finally, the voice-over sounded: "As long as you think about it, everything is possible."

"Anything is possible!" ***Anything is possible!*** gives the LI-NING brand a much more precise positioning. In front of young and energetic people, external restrictions are nothing. Everything has just begun. Everything can be made from scratch. "Everything is possible!" It strongly hints to the audience with vivid and perceptible pictures. A value commitment: Owning Li-Ning brand products is not just a daily necessities, but a quality of life and a realm of life.

This extraordinary "one minute" revealed an important signal: LI-NING brand will appear in front of the world with a new look. It marks the full launch of Li-Ning's long-planned major project - reshaping LI-NING. Nowadays, "Li-Ning" has deservedly become the number one sports brand in China. Not only Chinese athletes, but also foreign athletes have worn Li-Ning clothing on the Olympic podium. This is the result of the successful implementation of the brand strategy. It is precisely because of unremitting hard work and successful brand strategy that Li Ning and his Li Ning Company have achieved a wonderful whole process from scratch to an excellent company with the first domestic sports brand and the fifth internationally.

2.2 Case Comparative Analysis—Double Star

As the leader of China’s shoe industry, Double Star is the largest shoe-making enterprise group in the country. It has 10 major shoe cities including Shuangxing Development Zone, Haijiang, Industrial Park, Shandong, Hanhai, Zhongyuan, Chengdu, Guiyang, Zhangjiakou, and Fujian, and more than 140 footwear production lines, including hot vulcanized shoes, cold-glued shoes, cloth shoes, leather shoes, and injection shoes. , professional shoes, six categories simultaneously, with an annual output of nearly 100 million pairs of various types of shoes. Doublestar also operates sportswear, with a marketing network of more than 4,000 chain stores across the country; it has established ten branches abroad in the United States, Germany, Russia, and the United Arab Emirates, and has established trading partnerships with more than 200 foreign customers. It owns Chinese shoes It is the only national-level technology research and development center and leather footwear testing center in the industry. The first batch of "Double Star" trademarks were recognized as "China's Well-known Trademarks"; Double Star shoes have ranked first in sales of similar products in the country for 15 consecutive years, firmly occupying the leading position in China's shoemaking industry.

Today we see many rising sports brands choosing a new brand route, "be sporty and fashionable". Based in China and looking at the world, their brand awareness has also increased rapidly. Double Star's brand positioning is mid- to low-end products, and its target customers are mid- to low-end consumer groups. We can see that Double Star's stores offer special prices almost every day and sell goods every day, which creates the concept of "Double Star is low-end goods" in the minds of consumers. It is hard to imagine that such a double star, which fights price wars with numerous small shoe factories every day, is actually the leader of China's shoe industry. How can a company working hard in such an unstable market environment maintain the vitality of its brand for a long time?! Although at present Double Star occupies a certain share in the international market, but cannot achieve an increase in brand value. If this continues, Binary Stars will encounter a "growth ceiling" in the near future. By then it will be very difficult to develop the market, and the original market share will also shrink. Therefore, the growth of Double Star is urgent!

2.3 Inspiration from the success of brand strategy

Successful brand strategy does not rely entirely on good timing. If a company does not pay attention to its own quality, its brand You cannot gain long-term vitality.

If an enterprise wants to create a successful brand, it must first strengthen its core competitiveness. Like the "Li Ning" we mentioned earlier, Li Ning is the world champion. The core competitiveness of "Li Ning" lies in the fact that for the target customer group, "Li Ning" It will give people the feeling of working hard like Li Ning, being a champion like Li Ning, and enjoying sports like Li Ning. Similarly, companies must maintain their image in front of the public and let consumers express their trust and trust in you, so that consumers will choose your products with a positive attitude. In addition, in the face of competition in domestic and foreign markets, there is a game between enterprises and competitors, so enterprise leaders must take a long-term view and focus on long-term development interests. Brand strategy is not temporary. When many companies start brand operations, they advertise and promote with great fanfare, blindly promote like a gust of wind, and measure the acceptance of consumers by the acceptance of insiders. In fact, brand promotion is a long-term and systematic work. Unless the company has sufficient accumulation in new product development, advertising, promotion, public relations, services, etc., and unifies it with a clear positioning, it will be difficult for the company to establish a successful brand. . 3 Suggestions for domestic private enterprises to implement good brand strategies

3.1 Brand building of domestic private enterprises

Although many private enterprises realize the importance of brand, due to the one-sided decision-making of private enterprise decision-makers, The concept of branding and the lack of brand professionals in China prevent most private enterprises from creating unique and viable brands. I believe that the following issues should be paid attention to when building the brand of private enterprises:

3.1 Establish a correct brand concept

An excellent brand reflects the comprehensive quality and culture of an enterprise Heritage is an important part of the core competitiveness of modern enterprises. To build a good brand, you can’t just look at the quality of the products under the brand umbrella. There are many other key factors that affect the success of branding: the brand’s positioning, personality, culture, values, and emotional interests, etc. The competition faced by Chinese private enterprises is becoming increasingly fierce, and the role of brands has become increasingly prominent. Without brands, enterprises will have no core competitiveness. Some decision-makers believe that building a brand means advertising, so some companies continue to advertise in a big way. In fact, advertising is only a necessary means of brand building. Brand building cannot be separated from advertising, but it cannot only be advertising. In addition to advertising, companies still have a lot of work to do to comprehensively improve brand awareness, reputation and loyalty. You can create a "famous brand" through advertising bombardment, but a famous brand is not the same as a brand. Brand building is a systematic project. Brand awareness is only the first step in brand management. To enhance competitiveness, private enterprise brands in my country must achieve the unification of brand awareness, reputation and loyalty.

3.2 Accurate and reasonable brand positioning

Brand positioning is that part of the brand identity that is often promoted to consumers. The purpose is to effectively establish the difference between the brand and its competitors to achieve a higher level of differentiation. Its popularity, reputation and loyalty occupy a unique position in consumers' minds.

Brand positioning is a highly technical strategy that cannot be separated from scientific and rigorous thinking and must follow some basic principles.

①Consumer-oriented principle. Any product produced by an enterprise meets the psychological needs of a specific consumer group. Brand positioning must be consumer-oriented. The initial point of brand positioning should be a comprehensive, sufficient, objective, accurate and timely consumer survey. Through appropriate communication media, positioning information that meets the psychological needs of consumers should be stationed in the minds of consumers.

②Principle of personalization. To make a brand truly come alive and be able to communicate emotionally with consumers, it is necessary to give the brand a unique personality, so that the brand has a certain spirit and soul. This personality actually represents differentiation, which may have nothing to do with the physical characteristics and efficacy of the product, but is imparted through brand positioning.

③Dynamic principle. Brand positioning must be continuously adjusted according to changes in market conditions so that the brand will always have market vitality.

In the fiercely competitive market, there is no permanent brand. The key lies in whether the company always pays attention to maintaining its own brand. Brand maintenance is a long-term, dynamic process that must cooperate with a series of activities such as brand segmentation, brand extension, and brand expansion.

3.3 Pay attention to cultivating the cultural connotation of the brand

Brand culture is the impression, feeling and added value of the brand in the minds of consumers. It is the business outlook, values ??and values ??crystallized in the brand. The sum of aesthetic factors and other conceptual forms and business behaviors. Brand culture and brand complement each other. Although brand culture is intangible, brand culture is the soul, the essence of the enterprise, and the backbone of the brand. If the quality of the product is the cornerstone of the brand, then the brand's rich national cultural heritage is the soul of the brand. Brand culture is the concrete manifestation of national culture in business operations and brand creation activities, and is an important carrier of national culture. The success of world-famous brands is mostly due to the national cultural characteristics of the brand.

References:

[1] Ge Xiaochun. A case study of corporate craft brand strategy [J]. Business Research, 2009, ***4***.

[2] Zhao Yanfeng. The secret of multi-brand strategy [J]. Chinese Trademark, 2009, ***3***.

[3] Du Wei. Product brand strategy selection [J] . Chinese and Foreign Corporate Culture, 2009, ***3***.

[4] Gao Renyi. How to build a new brand strategy [J]. Building Materials and Decoration: Marketing, 2009, ** *2***.

[5] Du Wei. Eight brand strategies for enterprises to choose from [J]. Market Research, 2009, ***2***

2: Research on TV Column Brand Strategy

Abstract The competition among TV columns is becoming increasingly fierce. To occupy a place in the TV media, it is necessary to take the road of branding. This article takes the "Global Information List" as an example to conduct a more specific analysis and research on the brand positioning, brand identification, and brand communication of TV columns.

Keywords Global Information List Brand Positioning Brand Identification Brand Communication

Each TV column is an independent product. If the column wants to survive in the long term, it must take the road of branding. Only if the column has a brand effect can it remain invincible in the fierce market competition. Therefore, "building a brand" is the goal pursued by every TV column. This article will analyze the "Global Information List" column of CCTV 2 to explore how TV columns should build brands and win the market.

1. Introduction to the "Global Information List" column

On October 20, 2003, CCTV-2 was completely redesigned into the "Economic Channel". Due to the demand for channel positioning for economic information programs, the TV news brand "Global Information List" came into being. Together with the morning "First Time" and the evening "Economic Information Broadcast" and "Economic Half-Hour", it forms the main body of the news column of CCTV-2 Economic Channel; it has become one of the components of the main framework of the CCTV-2 Economic Channel information section. ; Become the midday highlight of CCTV-2; Become a brand new TV news brand.

1 Main content of the column

As one of the components of the main news framework of CCTV’s Economic Information Channel, "Global Information List" provides viewers with mainly international and domestic news during the noon period. Wairongtong's global economic information gathers the rankings of authoritative news websites at home and abroad and the hot spots of global media. Using this as a reference, we use classified news rankings to release selected news in the vast ocean of information. Viewers can also see visually impactful news pictures, learn about the "Stock Market Red and Green List" of the top five rising and falling stock markets in Shanghai and Shenzhen, and get refreshing global information.

2 Main sections of the column

***1*** Important news rankings: From an economic perspective, it reports the most concerned current affairs news and breaking news rankings.

***2***Financial News List: From the perspective of ordinary people, it releases the ranking of the most influential news in the financial field.

***3*** News list: Who is the most popular figure in the world that day?

***4*** Company news list: Where in the world How many companies have created the most shocking news events in the industry?

***5*** Science and Technology News List: The latest science and technology news that complements each other in cutting-edge and practicality, and stimulates human curiosity and creativity. .

***6*** Featured small sections: including today’s highlights and picture news: a collection of good-looking, interesting, relaxing and refreshing news.

In addition, the column will also make corresponding special reports based on the current economic, current affairs and other hot news.

2. Brand positioning of "Global Information List"

"The so-called positioning is an advertising method and method that makes the company's products occupy a position in the minds of consumers and leave an impression. Promotion methods. "In today's Chinese TV, competition between TV stations, channels, and columns has become very fierce. It is impossible for any column to win the hearts of all audiences. Therefore, accurate positioning has become an important part of the survival and development of the column. Positioning itself is also part of the brand identity and value proposition. Through positioning, the brand hopes that consumers can feel and think about the differences between its brand and competing brands.

1 Problems faced by brand positioning

The content arrangement of the three columns of "Global Information List" and "First Time", "Economic Information Broadcast" and "Economic Half Hour" The above is a whole, and the content of each column is shared. From the perspective of channel column integration, this kind of resource sharing realizes the all-round rolling broadcast of the latest economic news information, which is a good case of column integration. But as far as the positioning of a single column is concerned, such resource sharing seems to create certain obstacles for the positioning of each specific column. In order for "Global News List" to stand out and establish a unique TV column brand, it must analyze other columns and find unique features that can be accepted by the audience.

Before the birth of the "Global News List", CCTV's TV news columns were mostly serious. The host sat upright with a serious expression, and the news content was arranged in the order of domestic and international news, which was extremely rigorous. Although this style reflects the authority and seriousness of news, in the era of entertainment, this style of news broadcast lacks a sense of life and cannot meet the needs of ordinary people for information and entertainment cognition. This provides a reference for the positioning of the Global Information List.

2 Initial brand positioning

From the beginning of the column, "Global News List" positioned itself as a global news ranking information column for business people and white-collar workers.

First. This positioning captures business white-collar workers, a niche group with certain financial strength and economic acumen, and identifies the target audience, making it easy to arrange the content of the column.

Secondly, this positioning has identified a breakthrough point for the TV news column. The "Global Information List" imitates the major music, entertainment, and fashion rankings that appear frequently today, grafts online dissemination, and releases news in the form of rankings. This is a brand new attempt in news arrangement, and it also achieves a breakthrough in the entertainment aspect of news, adding a relaxed, suspenseful, dynamic and fashionable color to potentially boring news content, and conforming to the trend of entertainment.

Generally speaking, these information columns of CCTV-2 are more entertaining than the news information columns of other channels. Except for "Economic Half Hour" which is positioned as a TV news magazine, The news content of the other three columns is basically the same, and the programs all end with light content such as fashion shows, new car highlights, the latest singles, or interesting life scenes. Despite this, the personality of the "Global Information List" stands out - it is a platform for announcing news lists.

Audiences have their own preferences for news, and they also want their favorite news, company brands, financial figures, and technology products to be at the top of the list. The "Global News List" captures the audience's psychology of "advocating role models" and creates news rankings for the audience that are in line with their psychology.

3. Adjustment of brand positioning

In the development process of the column, the "Global Information List" has also made some adjustments to the brand positioning. After all, the people who really understand the economy are very small. . If only for that small part. Moreover, it may be done by people who are not accustomed to watching TV programs at noon. It will be difficult to increase the ratings and the survival of the column will also face certain problems.

Therefore, the "Global Information List" has appropriately expanded the scope of its target audience, the news broadcast method is more life-oriented, and the news content has added more daily trivia. It can be said that it transforms economic life into reality. Let more ordinary people accept it, and also enable them to obtain relevant economic knowledge from the column. Although this knowledge may seem trivial to business people or economists, ordinary people are satisfied with knowing this. This knowledge can already provide convenience for their lives. And this knowledge does not take up too much time for them to understand and digest, so they like to read it.

3. Brand Identity of "Global Information List"

Brand identity is a set of unique brand constructs and ideas that the brand desires to create or protect. These ideas express what the brand is. and builds relationships between brands and customers by generating a valuable proposition that includes functional, emotional, or value self-representation benefits. For TV columns, brand recognition can be achieved by building an independent visual and auditory image recognition system. This system can allow the audience to remember the column in the shortest time. On this basis, it can deepen the audience's reputation for the column. Degree, loyalty.

Brand identification can help the audience distinguish the "Global Information List" from other information columns, and at the same time establish the image of the "Global Information List" in the minds of the audience. Below, this article will focus on the characteristics of the TV column "Global Information List" and focus on the three aspects that can be used for brand identification - slogans, visuals, and sounds.

1 Slogan Identification

The slogan is the embodiment of the brand concept. A good slogan helps establish a good brand image. The "Global Information List" has two slogans: "Those who are informed survive" and "One list knows the world." The most wonderful thing is the slogan "He who knows survives", which is very shocking. Although this sentence is a bit exaggerated, it makes sense if you think about it carefully. It should be said that it has great appeal. These two slogans are actually a sublimation summary of the column’s positioning. It not only clarifies the target audience, but also highlights the list features of the column, laying a solid foundation for the establishment of brand image.

In addition, the first small section of the "Global Information List", the "Big News Ranking", also has its own slogan: To know the world, read the big news first. The slogan is concise and grand, and the psychological hint to the audience is: