Keywords: marketing brand strategy innovation
in recent years, more and more similar brands and products in the market of China, the enterprise brand plays a more and more important in the market marketing, the brand can be shown in a practical value and market positioning, brand has gradually become an important resource of enterprises, which fully show the brand in the in the enterprise. To enhance innovation and vigorously promote brand strategy, plays a role can not be ignored in the future development of enterprises. www.siyupaper.com This paper firstly introduced the brand concept, characteristic and function, and then introduces the related content of product strategy and content, the status of brand strategy in China were introduced, And analysis of the innovation research on brand strategy in China through severe aspects.
With the advent of the market economy era, the business strategy of Chinese enterprises has undergone earth-shaking changes. In order to better adapt to the current economic form, To enable enterprises to develop steadily and well in the new form, the marketing mode of enterprises in the market tends to brand strategy marketing mode, and the brand strategy mode tends to be more distinctive, personalized and valuable. In the new economic situation of our country, the market competitiveness of similar products is becoming more and more fierce, and the competition between brands has become the focus of reflecting the market share of enterprises. 1 brand overview
1.1 brand concept and its characteristics and functions
l-1.1 brand concept
brand refers to a professional term used to identify one or more sold products or services and distinguish them from other similar products. Brand mainly refers to the content that can be expressed through language description. The name of a brand is usually composed of words, symbols, patterns or any combination of these three factors. Its name definition covers the main characteristics of the brand and has a good role in publicity, communication and mutual exchange. Brand is a concept to express the complete image of products, which includes brand name and brand logo. For example, BMW, KFC, Coca-Cola, etc. are all famous foreign brands that can be expressed in language. 1.1.2 brand characteristics
(1) brand attributes. Every successful brand will bring people its own unique attributes, and the attributes of the brand represent a kind of connotation of the product or enterprise itself. This connotation is mainly reflected in quality, performance, workmanship, service and its own added value.
(2) the value of the brand. Different brands represent different products. Because of their different corporate reputations, they have different status, product values and interests in consumers' minds. At the same time, they also show some specific values held by enterprises in brand design.
(3) brand culture. Brand culture mainly refers to a certain embodiment of corporate culture deposited in product brands, and it is also a manifestation of corporate culture in the process of business and sales activities, as well as the sum of the values of interests, emotions and personality images that can be specifically expressed through brands. Brand represents a unique culture of the enterprise itself, and it also represents a culture that can reflect the rich connotation of the enterprise. The carrier of corporate culture depends on the brand, and the corporate spirit is condensed on the corporate brand through culture, embodied in the corporate brand, and implemented in the whole business operation process. (4) Brand personality. A brand should have a distinctive personality that reflects its own unique side. To create a brand, we should not only be unconventional in the expression forms of words, symbols and graphics, but also emphasize the unique personality of the products represented by the brand, and let people associate with some people or things with distinctive personality characteristics or other scenes by seeing the brand image. Its main purpose is to make the brand have more effective and powerful recognition functions.
1.1.3 the role of brands
in the current fierce market competition, brands play an important role, which fully reflects the quality of enterprise, sales reputation and brand image that an enterprise should have, and also fully reflects the economic strength and competitiveness that a country should have. Creating new brands and developing brand image is an important means to maintain the sustained and stable development of enterprises and seize market share, and also an important guarantee to promote the sustainable development of China's market economy.
the main functions of brand are as follows: (1) brand is the main measure of enterprise's economic strength; (2) Brand is the main implementation method to improve the competitiveness of enterprises; (3) Brand is the main way to promote the development of enterprise industrialization; (4) Brand is the main guarantee for enterprises to obtain high profits; (5) Brand is the main content of accelerating the accumulation of enterprise assets; (6) Brand can promote enterprises to avoid the fierce competition between market product prices; (7) Brand can accelerate the development of enterprises.
2 overview of brand strategy and content
2.1 overview of brand strategy
brand strategy refers to the enterprise's business goal of using brand as the main competitive means in market competition in the marketing process to obtain more profits and value. By shaping the brand image, an enterprise can reflect its own market value. After a concrete analysis of its own conditions and on the basis of the external economic market environment, a set of overall planning objectives and specific action plans in line with its own development are formulated. Brand strategy is an indispensable and important part of the management and sales strategy in modern enterprises. Make full use of brand strategy, so that the products of enterprises can be understood and accepted by more people, and the products of enterprises can be sold more smoothly. Enterprises regard brand marketing strategy as the main way to realize market sales, so that brands can really play a huge role in the sales process and become the core force of market competition.
2.2 content of brand strategy
taking brand strategy as enterprise marketing means, taking brand as the main core, through analysis, design and other methods, the brand can bring the greatest economic benefits to the enterprise in the marketing process. The main contents of brand strategy can be divided into brand creation, brand image planning, brand communication planning and comprehensive creative planning. The implementation of brand strategy is to make the enterprise from the perspective of overall development strategy, through the packaging and vigorous publicity of enterprise products, so that consumers can have a deeper understanding of the products and become consumers' favorite products at the same time. Improving brand awareness, credibility and customer loyalty will improve the overall management of enterprises in production, operation and management, and then shape a good image of enterprises, and finally achieve the core goal of enhancing economic strength.
3 the status quo of brand strategy
after China's accession to the WTO, some foreign brand enterprises have entered our economic market, which has brought great market impact to most brand enterprises in China. Some well-known brands are either registered trademarks first, or acquired or crushed by foreign enterprises. Our country's cognition of brand has not reached a certain level, which makes our country cause huge economic losses in this respect. Actively carry out the implementation of brand strategy, develop and strengthen the brand products of enterprises themselves is still in the primary stage of consciousness. On the one hand, this awareness comes from the correct guidance of the government, on the other hand, it comes from the practice in market competition. Especially in the practice of market competition, many enterprises have exhausted all kinds of marketing methods in the fierce market competition, focusing on analysis, innovation and other shortcuts to develop their own brand effect. For example, in Shanghai, there are three gun brand underwear, silk king, Kaipai clothing, Aijian fabric and so on, which belong to their own brand products. Due to the development of their own brand products, enterprises have stood at the forefront in such fierce market competition and occupied a major position in the market competition, which has developed into a big brand that is now known throughout the country. Therefore, many enterprises realize that in order to truly realize the development of their own enterprises in the market economy, they should not only adopt traditional marketing strategies, but also implement and promote brand strategies and develop their own brand products according to their own distinctive characteristics. Nowadays, there are still some main problems that cannot be ignored in the process of implementing brand strategy in enterprise marketing. Its main manifestations are as follows: (1) Enterprises do not have a clear understanding of related concepts when implementing brand strategy. When some enterprises implement and promote brand strategy, they only focus on the famous brands developed and produced by manufacturers. It is believed that as long as we cooperate with the manufacturer of this brand-name product and operate the brand-name product, we are implementing and promoting the brand strategy of our own enterprise. In fact, this understanding is wrong. Implementing brand strategy means that enterprises create and develop their own brand products on the basis of promoting their own development. It fully puts enterprises into the economic market and develops brand products in the market with its unique advantages. (2) Lack of time urgency in implementing brand strategy. In order to occupy a dominant position in the market competition, enterprises should first take enterprise sales as the main aspect, and others can be put aside first. The implementation of corporate brand strategy is a systematic and continuous work, and we must intensify our efforts and keep trying, instead of just adopting superficial promotion methods. (3) Enterprises use the methods of implementing brand strategy inappropriately. Some enterprises lack the theoretical knowledge of brand marketing when implementing brand strategy, and they are at a loss when implementing brand strategy. Many times, I see what brands of products other companies make, and I follow others, drifting with the flow, lacking innovative spirit and independent opinions. In fact, in the current knowledge economy environment, there are not many ready-made excellent products that can be copied. After others have established their brand image, it is no longer possible to imitate and learn from other companies' products. To sum up, only by starting from the actual situation in the economic market, creating and developing products belonging to the enterprise itself can we develop brand products with distinctive personality. (4) Enterprises lack the corresponding management and marketing mechanism. Nowadays, most enterprises are still in the process of establishing a modern enterprise system. Only when the separation of management and operation is implemented in the process of enterprise management can enterprises have relatively independent characteristics. Otherwise, in the specific implementation and promotion of enterprise brand strategy, only short-term business behavior can be produced in the process of enterprise operation. Brand strategy is a concrete process, which is embodied in continuous and short-term realization behavior. Therefore, enterprises must solve the problems in management mechanism in the process of implementing and promoting brand strategy.
4 Research on Innovation of Brand Strategy
4.1 Innovation of Brand Strategy Concept
The innovation of brand strategy concept mainly refers to the leading role of enterprises in marketing innovation in the market. Only the leading innovation in concept can make enterprises stay in the leading position in the fierce market competition. The main contents of brand strategy concept include: (1) global product marketing strategy l Marketing brand strategy concept, that is, to establish the concept of products that can meet the needs of global customers. In our country, Li III.&; After WTO, the product marketing of Chinese enterprises has been greatly impacted, which requires Chinese enterprises to have the concept of brand strategy, focus on the global huge potential market demand, and create new markets belonging to their own brands. In other words, under the condition of entering WTO, enterprises must focus on the analysis of global market demand, study the main consumption trends of consumers, seize the main consumption hotspots of consumers, create and develop new products that can satisfy consumers all over the world, enrich their consumption content and improve their consumption level. (2) Cognitive brand strategy concept. In the current economic environment, enterprises spread their products through mutual information exchange, promote consumers to understand and accept their products, and promote consumer demand. Cognitive brand strategy is the result of deepening brand marketing and understanding brand products. When promoting corporate brands, Chinese enterprises must establish a good brand image and the concept of cognitive brand strategy.
4.2 Pay attention to brand effect and promote brand marketing
A brand is an enterprise's commodity. With the continuous improvement of people's living standards, brand awareness has been paid attention to in enterprises, and more and more enterprises list brand strategy as marketing method. The important significance of brand is to help enterprises attract more consumers by using their own brand products and establish their product image. In the market competition, enterprises always have various potential economic crises and face various challenges, and the survival of the fittest is the unchangeable law of market competition. In order to be invincible in the fierce market competition, we must pay attention to the brand effect of enterprises. Promote brand strategy, adhere to the principle of quality-oriented, and take service as a solid backing. In the fierce tide of market competition, only the brand created with high-quality products can establish its good brand image, and only with high-quality after-sales service can we consolidate the position of enterprises in the hearts of consumers.
in the environment of market economy, the market is an enterprise.