1. Brand strategy is an inevitable choice for commercial enterprises to participate in market competition and seek survival and development. 1. The change of business philosophy and purpose of commercial enterprises requires enterprises to have independent business consciousness. In the era of planned economy, the business purpose of commercial enterprises is to meet supply, and the task is to supply industrial products to consumers, which is product-oriented. What industrial enterprises produce and what commercial enterprises operate, enterprises have no choice, and commodities are quite scarce, belonging to the seller's market. After the implementation of market economy, industrial production has made great progress, the market products are extremely rich, the market structure has undergone fundamental changes, the buyer's market has been formed, and the market-oriented business philosophy has been gradually established. Manage what the market needs, so that enterprises must rely on the market and consumers, and enterprises must determine their own business strategies according to the objective environment and conditions of their own operations, and make adjustments according to changing conditions. 2. Competition among enterprises promotes the development of enterprise strategy. With the development of market economy, the competition between enterprises for market and consumers is extremely fierce. Many enterprises take the business strategy of scale management, price management and public relations management as the guiding ideology, and put competition first, but forget the basic object of business operation, and forget that in order to expand circulation, they must constantly develop and cultivate the consumer market, and launch an unprecedented and expensive commercial war. As a result, they were all injured. In this case, in order to survive and develop, enterprises must conscientiously sum up experiences and lessons, explore new business guiding ideology and establish new business strategies. 3. After the transformation of the national distribution system, enterprises must operate for the purpose of realizing profits. After the Third Plenary Session of the Eleventh Central Committee, the state implemented the policy of reform and opening up and transformed the planned economy system into a market economy system. The distribution relationship between the state and enterprises has changed from paying profits and collecting support to paying taxes, and enterprises have become taxpayers, and enterprises have become legal entities that independently participate in market competition, assume responsibility for their own profits and losses, and conduct independent accounting. Employees are employees of enterprises, and interests are the interests of enterprises and employees. Profit and loss and bankruptcy are their own business. Therefore, the survival and development of enterprises and the improvement of employees' income depend on the profitability of enterprise management, which requires that enterprise management must aim at profit and pursue the maximization of profit. 4. Changes in the objective environment of business operations force enterprises to attach importance to brand strategy. The transformation of the internal and external objective environment of enterprise management is mainly manifested in the transformation from a single market to a diversified market, from relatively static consumption to dynamic consumption, from simple consumption to complex consumption, from simple material consumption to consumption that pays equal attention to both material and spiritual needs, and from a single brand (famous brand) to a multi-brand sharing market. These changes require commercial enterprises to pay attention to the research on the goods needed in relative time and relative region, that is, brands. To sum up, from the development trend of market competition, the trend of consumer market and the realization of business objectives, brand strategy plays an irreplaceable role with its unique overall, coordination, pertinence and adaptability. Second, the concept and characteristics of brand strategy: (1) Concept: The so-called brand strategy is the guiding ideology for commercial enterprises to realize the reality and potential demand of consumers for many high-quality commodity brands through effective management means according to their own objective business environment, so as to maximize their business performance. (2) Features: 1. Objectivity: refers to the implementation of brand strategy by commercial enterprises under their own objective conditions, mainly referring to the objective regional environment, including natural environment, human geography environment, socio-economic environment, regional income level and other objective conditions. And there are their own differences, such as operating facilities, service facilities, hardware facilities, personnel status, quality status and personnel structure status, brand operated by enterprises and brand inherent in the market. The characteristics of objectivity remain unchanged for a certain period of time, which is stable and realistic. 2. Initiative: The premise of initiative is that there must be real consumption and potential market consumption, which can be transformed under certain conditions, and their consumption needs are related. Especially the potential market consumption demand, only through the implementation of brand strategy, can it be transformed into realistic consumption demand, and the hidden demand will become explicit. 3. Variability of objects: it means that brands, consumers, markets and competitors are different in different time and space, consumers in different regions have different consumption needs, and consumers have different needs for the same commodity at different times. The goods in the market are changing, and the actual demand and potential demand are changing with each other. 4. Performance: The purpose of brand strategy is to maximize profits, occupy the market and improve market competitiveness. To implement the brand strategy, we must pay attention to the effect and good performance. Its symbol is the maximization of sales, market share and profit. 5. Overall situation: As a new guiding ideology, brand strategy focuses on commercial enterprises that independently participate in market competition in a state of complete market competition. As far as geography and time are concerned, it is not aimed at brand strategy, but acts on the whole process of business management of commercial enterprises and on the whole business management of enterprises. 3. The difference between brand strategy and other business strategies 1. Difference from brand strategy: (1) Conceptual difference: brand is the name of goods, also known as trademarks, such as Maben brand cigarettes, Senda brand leather shoes, Haier refrigerator, etc. A famous brand refers to a high-quality and well-known commodity brand, which is a famous trademark. ⑵ Different implementation purposes: The purpose of brand strategy implementation is to promote the sales of a certain brand and increase market share, which belongs to the category of marketing strategy. As long as consumers like reliable and profitable goods, brand strategy can be implemented. The purpose of implementing famous brand strategy is to establish commodity image, improve popularity and expand influence. It is a reflection of corporate culture and an intangible asset. 2. Difference from public relations strategy: (1) The image of public relations strategy is the target public, and the core content of its strategy is to establish a good overall corporate image among consumers and consumer groups, improve visibility and reputation, and communicate the feelings of consumers or target public. It is an overall corporate image strategy, which promotes, cultivates and promotes the overall corporate image, rather than single commodity sales, and its marketing target is consumers in all regions, rather than unique consumers after market segmentation. Public relations strategy plays an indirect role in brand strategy. Brand strategy is a sales strategy for a certain brand, which directly plays its role, while public relations strategy is attached to and serves the brand strategy. 3. Difference from competitive strategy: (1) Brand strategy is based on the principle of irreplaceability, while competitive strategy, on the contrary, is based on the principle of substitutability. The object of brand strategy is the market, and the real purchasing power and potential purchasing power are mainly cultivated and realized through effective promotion means, and the goals and indicators are not replaced by others. On the other hand, the purpose of competitive strategy is to replace competitors through competition on the premise of either. (2) Competitive strategy has gradually failed to adapt to the current competitive situation and enterprise development, especially in the case of increasingly fierce market competition, diversified market competitors, almost the same operating strength and basically the same commodities, it has been seriously divorced from reality to replace competitors through competitive strategy, or the era of dominating the world has ceased to exist. Its only strategy is to win many supporters, and the support rate depends on the degree of development, cultivation and satisfactory service of the target market. (3) The object of brand strategy implementation is the reality and potential demand of consumers, while the object of competitive strategy is competitors. Brand strategy finds out the target market in the differentiated market through market segmentation. Aiming at this specific object, it actively makes the potential market demand become the real market demand and makes the hidden market demand explicit through means of consumption, promotion and cultivation. The key point is to study the market, consumer psychology and consumer behavior. The focus of competitive strategy is to study the weaknesses of competitors and formulate corresponding countermeasures to beat them and replace them. 4. Difference from price strategy: (1) Price strategy is a competitive management strategy with the most extensive application, the simplest means and the most direct short-term effect in modern commercial enterprises, and its main purpose is to beat opponents through price means. Price strategy is the price strategy adopted by a brand or a brand. The essential difference between brand strategy and brand strategy is that brand strategy focuses on the research and development of market consumption demand, while price strategy focuses on the research of competitors' commodity prices. Brand strategy is a high-level comprehensive strategy, while price strategy is a low-level single strategy.