Abstract: In the market economy has become increasingly deepening today, the brand for the survival and development of the importance of enterprises has been well known, brand strategy has become a well-known enterprises in the market competition in an invincible magic weapon. Brand culture is to establish a corporate image, enhance the competitiveness of enterprises one of the core issues. Because the brand is the identity of the enterprise that owns it is different from that of other enterprises, it is not only the corporate image recognition, but essentially the seller's commitment to the product characteristics, benefits and services delivered to the buyer. Brand is the guarantee of quality, is the quality of service, is the crystallization of corporate culture, is a symbol of the enterprise. Brand in addition to attributes, interests, value, the more important is the pursuit of corporate culture. Corporate culture gives the vitality of the brand vitality and non-my invisible tension, any well-known brand behind its corporate culture as the basis, the brand once generated in the superior corporate culture, will be able to shine. Therefore, through the elaboration of the basic meaning of the brand, this paper discusses the importance of the brand in the development of industrial enterprises, and analyzes the importance of the competition of industrial enterprises.
First, the brand building on the enterprise what is the importance of it?
In the current domestic market, did not build their own "brand", the enterprise's business is very weak, that is basically no competitive advantage, but not all entrepreneurs are dreaming of high value-added profits; Low value-added is the largest number of enterprises in China because of the low added value, the lack of enterprise product development, management upgrades, and marketing investment; no strong brand competitiveness, corporate market competitiveness of the market to competitors, its market The price is difficult to improve the natural, which brought lower value-added, so that enterprises into a low level of competition in the cycle, companies enter a more vicious cycle. Therefore, the enterprise, the brand's competitiveness determines the level of profit between enterprises and enterprises between the large and small, but also determines the success and failure of products and products, but also determines the strong and weak between enterprises and enterprises. Creating a strong brand is a far-reaching thing for an enterprise. It is the foundation of the enterprise's core competitive advantage. It is also the key to the rapid rise and strongness of the competition in the contemporary international market economy. Huge Chinese market has become the main battlefield for domestic and foreign enterprises to compete for the main battlefield, regardless of strength, regardless of size, regardless of qualifications, destined to survive in the same competitive environment, eager to develop. To win in the competition, we must focus on - to create a core competitive advantage of the "strong brand." The ultimate goal of creating a strong brand is to keep better sales and profits. As the re-use of intangible assets is no cost, as long as the scientific attitude and superb wisdom to plan the brand extension strategy, you can through the rational brand extension and expansion of the brand resources to take full advantage of this intangible assets, to achieve leapfrog development The Now the market competition has actually developed into the "brand of war" stage - that is, "the core of the brand competitive", no brand competition is weak competition, no brand support goods are fragile goods, no brand foundation The market can be said that it is not "occupied market". Therefore, many business and investors are aware of the "brand" is the most precious business resources.
Second, how to enhance brand awareness of competition
1, China's corporate brand competition status Some people have asked some well-known domestic enterprises CEOs, business objectives is what? The answer is: the brand's market share. This shows that many well-known corporate CEOs have recognized the importance of the brand. In particular, the current international market productivity has been in a state of excess, all open market economies have different degrees of access to the buyer's market, the market competition environment, means compared with the past have undergone great changes. In this new situation, the main means to win the enterprise is no longer simply to the product itself to compete, but also the brand competition. It can be said that the future of the international market competition will be the main form of competition, brand strategy will be the pros and cons of enterprises in the market competition in the magic weapon of surprise. In fact, many of the world's leading companies are often brand development as a business to open up the international market priority strategy. Coca-Cola, Pepsi, McDonald's, and so are the first to start from the brand strategy, that is, to create their own brand-name products, and it as a means to open up the market, the final occupation of the market. Moreover, due to the role of brand-name integrated is very large, outward degree is also quite in the market economy is growing day by day, the brand for the survival and development of the importance of the enterprise has been well known, brand strategy has become a number of well-known enterprises in the market competition unbeaten The magic of the land. After entering the WTO, China's economy gradually integrated into the international market, ethnic enterprises are facing a more intense competitive environment. This fierce competition in the market is the product quality, technical services and price factors such as competition, and ultimately through the brand competition to achieve. To brand-name economic strength as the backing to divide the world's resources, expand the global market, will be a major feature of the international economic operation. In 2004, China's GDP has risen to sixth place in the world, the total trade volume rose to fourth place, China's color TV, clothing, shoes and so on as many as more than 100 categories of products ranked first in the world. Obviously, China is beyond reproach of manufacturing power, but we are the undisputed brand of weak countries. In 2003 by the world authority of the 100 most valuable brands in the world, the United States accounted for 62, Japan, France, Germany and the United Kingdom each accounted for six or seven, China is zero.
2, establish a professional brand awareness Brand culture is to establish a corporate image, enhance the competitiveness of enterprises one of the core issues. Because the brand is the identity of the enterprise that owns it is different from that of other enterprises, it is not only the corporate image recognition, but essentially the seller's commitment to the product characteristics, benefits and services delivered to the buyer. Brand is the guarantee of quality, is the quality of service, is the crystallization of corporate culture, is a symbol of the enterprise. Brand in addition to attributes, interests, value, the more important is the pursuit of corporate culture. Corporate culture gives the vitality of the brand vitality and non-my invisible tension, any well-known brand behind its corporate culture as the basis, the brand once generated in the superior corporate culture, will be able to shine.
Third, the brand competition in the industrial enterprises in the important role
1, product quality is the basis for brand building. Brand products are the essence of the product, is a high degree of quality assurance as the basic characteristics, is to determine the product market and sales of the essential conditions. Quality is the brand of life, is to obtain honor, win the trust in the community.
2, stick to the brand is to support the key to shape. Credibility is a basic element in which a brand can create its "brand preference" and "brand loyalty" in the minds of consumers. Because consumers have a preference for a brand or even loyalty, is the industrial enterprises in product quality, quality of service and other aspects of the commitment generated by the trust. This trust is the first consumer in the market repeated experiments gradually get attribution, and then in the repeated consumption of their favorite brand recognition. The credibility of the brand's competitiveness can not only consolidate the existing consumer groups, but also through them to expand the potential consumer groups. And thus a good brand reputation is the enterprise's intangible assets, can enhance the competitiveness of the brand, bringing value for profit. However, the establishment and maintenance of credibility not only need a high price, but also need to have long-term strategic vision. Many brands of business operators in the fierce market competition environment, it is difficult to resist short-term high profits to obtain a strong temptation, and ultimately to sacrifice the commitment to the cost of the brand in exchange for immediate benefits. Wenzhou brand in order to truly become a world-class international competitiveness of the brand, companies must always abide by their commitments to follow the basic rules of business games, under what circumstances can not shake their brand beliefs.
3, technological innovation and scientific management is to ensure that the brand competitiveness of the source. Brand is the product of market competition, the enterprise has a strong vitality of the logo. Brand products because of high-tech content to make it with high quality and high value-added, resulting in high competitiveness and high profits. Who has a domain of intellectual property, become a well-known brand, who is the leader in this field. The progress of science and technology to the brand of science and technology, cultural content is growing, to maintain the brand's continued competitiveness, we must continue to carry out scientific and technological innovation. At the same time with the rapid economic development, people's consumption concepts and needs are constantly changing, if companies stop scientific and technological innovation, the past brand products will be out of date, will be replaced by other brands and replaced. Technological innovation to guide the market demand, scientific and technological changes determine the production and marketing system and enterprise industry development direction, therefore, to develop a technology innovation based on the brand competitiveness strategy is the fundamental way to win market share. Any brand has a scientific internal management environment. Only the establishment of a scientific and perfect management of the production process and raw material consumption, product quality assessment, capital management and other management systems, the formation of an effective incentive mechanism and restraint mechanisms to establish a stable product consumer groups and markets, the brand in the market Fierce competition in the rapid growth.
4, the high connotation of the cultural brand is shaping the core of the brand. Behind the brand competition is the brand culture of competition. A brand of visibility, reputation and loyalty naturally come from the brand represents the intrinsic quality and performance of the product. The rich connotation of the brand culture to support the brand's reputation and reputation, so that the impact of the brand into the hearts of consumers, the implementation of consumer action, thereby enhancing the consumer loyalty to the brand. There is no cultural connotation of the brand lack of attraction and imagination, naturally difficult to form the market influence, so the brand's competitiveness level is difficult to improve. Brand culture is the crystallization of the brand in the business concept, values, aesthetics and other conceptual form and the sum of business behavior. It is not the brand product entity level, but beyond the product entity level abstract concept form, is the brand's soul. Wenzhou enterprises for the brand culture of the specific circumstances, the development of a deeper cultural connotation of the brand should pay special attention to improve its service culture. Service culture is a service concept and service art. Enterprises to provide brand service first to reflect the rich cultural affection and emotional color, in the form of an elegant sense of elegance and affinity; second to be good at insight into the customer's potential psychological, customers would like to think, to provide customers with potential psychological expectations of the service ; Quality brand service but also to seek service innovation, the first to introduce a new feature of the service, to the public left a deep, beautiful impression.
