【正文】 Panasonic, Philips, Motorola, Nokia, Siemens, Mercedes, General Motors, CocaCola, BAYVIEW, P amp。s enterprises in cultivating brand petitiveness, a certain input of manpower, material and financial concerns, also made some remarkable achievements, such as the formation of a number of Changhong, Hisense, TCL, Haier, Glanz. Lenovo quite influential in the worldrenowned brands. Even in a social level, even an ordinary private enterprise owners and individual traders, but also how to conduct the registration of trademarks, for brand publicity. Although the situation is gratifying, however, the situation is still not optimistic from the brand strategy at the height of view, Chinese enterprises still exist many problems : domestic brands pared with foreign brands, there is a considerable gap Between this gap reflected in the number of domestic brands, quality, size, influence, Brand development and the environment (including rules and regulations, management, planning and implementation of the strategy) and the indepth brand theory and the concept of universal brand, are still in the infancy stage. Chinese and foreign enterprises to brand confrontation example, the wellknown brands of foreign enterprises in China to drive straight into the market, occupy most of the rivers. annual market share to 10% growth rate [3]. Domestic enterprises were very few wellknown brands, the market quite calm, the field。s Ten wellknown trade mark Phoenix, permanent and Xiafei have long been passed their prime. Brand39。 Advertising is to cultivate wellknown brands only means, in addition to vigorously in the media for advertising, the other has no concern。 Guangzhou Kit silver toothpaste plant to 2 million lowpriced brand will be transferred to the joint venture, etc. [4]. This is an outstanding example of the horrible consequences of today has bee increasingly apparent the loss of their own brand enterprises, products and intellectual property, petitiveness of the national industry, where does it go? 3. Brand Strategy Brand Strategy overall enterprise strategy is an important ponent part, and the implementation of brand strategy is the ability to enhance the petitiveness of its products in the inevitable choice. Adapt to the current market opening, Brand Strategy, Marketing is a work of the urgent tasks. establishing the correct brand awareness of petition and strive to improve the petitiveness of Bran With the opening up of international and the acceleration of the process, China has entered the era of brand petition, the creation of brand, brand publicity. brand protection, brand development, and follow the road of brand has formed a consensus. But brand growth is not a simple one riding off task, but a longterm project, need overall planning, the overall consideration. In connection with the reality of China39。s enterprises in accordance with its own conditions and characteristics, the analysis of the market environment on the basis of develop brand strategy, brand implementation projects, including the development of petitive products, consolidating brand。s enterprises in the current stage of development, brand strength is weak, in the petition at a disadvantage, it is beyond doubt the fact that, but according to industry, markets and enterprise resource situation, situations, elimination of adverse effects can be regarded as the wise choice. First, with wellknown brands outside production panies, set up shell listed. If my production of leather jacket shipped to Italy for final processing. E 畢業(yè)論文 論文網(wǎng) xport of finished leather jacket when tagging Italy brand, will be high profits. When the time is ripe, we will introduce their own brand names. Second, the acquisition of foreign influence on the brand or pany to eliminate its local brand or pany threats. Such as perfume industry over the past decade has been wellreceived by the French of all brands, in order to eliminate them. strength of capital of panies or enterprises of the French cosmetics pany for the acquisition. Third, linked to the use of strategy. If market, CocaCola and Pepsi is a major beverage brands, has very good taste and image China39。s volleyball team) effectively constituted collaboration Union, enhance their brand of social acceptance, the effect than going out alone was much better. Seventh, the importance of creative brand marketing, and aftersale services to achieve brand sensation and powerful impact. Barker black pill marketing creativity, Haier of the Group attached great importance to the aftersales service, are establishing successful examples of wellknown brands. 8th through diversification of operations, multibrand strategy. Foods such as top panies in the highine level of the target market Master Kang brand, in lowlevel target market Fumanlou more brand. Effectively meet the needs of different consumers, increasing the brand awareness. 9th, the fact publicity creating a momentum strategy. Guangdong Shedan Liquid manufacturers, to eliminate consumers of health products, distrust, Consumer products led to the production process and production methods entire tour, and invited the experts advice, Results excellent reputation and brand reputation is growing rapidly.