Branding for the enterprise, has gradually become a comprehensive, human culture symbol. For this reason by me for you to share, welcome to read.

A: private enterprise brand strategy research

Abstract: reform and opening up so far, China's domestic private enterprises have been a great development, and has emerged a large number of strong large and medium-sized private enterprises, and private enterprises in the absorption of employment, increase *** financial income and so on, play an increasingly important role. Role of private enterprises in absorbing employment and increasing *** fiscal revenue. However, the overall competitiveness of China's domestic enterprises is relatively weak, coupled with China's accession to the WTO after the entry of a large number of foreign-funded enterprises, China's domestic enterprises, especially private enterprises are facing a serious test. How to improve the overall competitiveness of domestic enterprises, especially private enterprises, to get rid of the current predicament has become an urgent task.

Currently, a common **** knowledge in the business community is that the competition between enterprises is essentially a competition for corporate brands, to enhance the value of the enterprise's brand, do a good job of branding strategy is to improve the competitiveness of the enterprise is one of the indispensable factors.

Keywords: private enterprise; brand strategy; core competitiveness

1 Overview of corporate branding and branding strategy

1.1 Meaning of brand

A brand is a name that is used in combination with a term, a mark, a sign, a symbol, or a design, and is used to differentiate between a **** or a group of **** sellers or their competitors. In fact, nowadays the meaning of brand has been greatly expanded, the brand is formed on the premise of the quality of goods, the brand to create the goal is to ensure that the goods in the minds of consumers in the supreme position. It has been linked to the overall image of the enterprise, is the enterprise's "face", that is, corporate image.

1.2 What is brand strategy

Brand strategy refers to the enterprise through the creation of a good brand image in the market. Enhance the degree of the product, and visibility to develop the market, attract customers, expand market share, make a good profit return, and cultivate loyal brand consumers a strategic choice. Brand strategy is the core of modern marketing. From the functional point of view of brand strategy, a brand is not only a product logo, but also a comprehensive embodiment of product quality, effectiveness, and the reliability of consumer utility. It condenses the enterprise's scientific management, market reputation, the pursuit of perfection of the spirit of cultural connotation, determines and influences the structure of the product and service positioning. Therefore, to play the brand's market influence, bring consumer confidence, give consumers the material and spiritual enjoyment of the brand strategy is the basic function.

2 sports brands, for example, the brand strategy of domestic private enterprises

2.1 Li Ning

1989 Li Ning founded the "Li Ning" brand of sporting goods, and sponsorship of the 90 years of the Chinese delegation to the Asian Games as an opportunity to start the Li Ning company's business operations, which created the first Chinese sports brand business. In 1990, the brand of "Li Ning" spread throughout China with the flame of the Asian Games. 1992 Barcelona Olympic Games, "Li Ning brand" was selected as the special equipment for the Chinese sports delegation to receive the award, thus ending the Chinese athletes in the Olympic Games wearing foreign sports brand clothing. In the Olympic Games wearing foreign sports brand clothing history. 1993-1995 Li-Ning experienced a period of rapid development, in the following three years, "Li Ning" itself for a series of operational adjustments, which ushered in the "Li-Ning" second development, after a decade of growth. The second development, after ten years of growth, "Li Ning" has long become China's first brand of sporting goods.

After the leapfrog development, "Li Ning" encountered its own growth ceiling. This is a problem that any company can encounter - after a successful rapid expansion, the speed of growth plummeted, until the same place, or even regression. Everyone in the company felt that there was something almost magical preventing the company's scale and efficiency from growing any further, and everyone was oppressed by a sense of crisis. Later, during the 2002 World Cup, "Li Ning" launched a special advertisement: an ordinary boy and girl, appearing in the very common road, flyover, open space, rooftop, hutong, no professional sports venues, no audience, no applause, they are running, playing soccer, basketball, badminton! ...... Everything seems to be normal ...... they are wearing Li-Ning clothing, their eyes show the endless concentration and intoxication of the movement - they seem to have forgotten everything around them. Clothes are drying in the small yard, and they stand on either side to play tennis; a white circle on the iron gate in the hutong becomes a blue-throwing board; in the house, a child dryly turns off the light knob with a standard blue-throwing motion ...... Finally, the voice outside the painting rings out, "Anything is possible if you want it to be! ".

"Anything is possible!" ***Anything is possible!*** The positioning given to the LI-NING brand is much more precise. In front of young, energetic people, the outside world's restrictions are all like nothing, everything has just begun, everything can be made from nothing, "Everything is possible!" It is a vivid and vivid picture that strongly suggests to the audience a value commitment: to own a Li Ning brand product is not just to own a living thing, but to own a quality of life.

This extraordinary "one minute" reveals a significant signal: LI-NING will take on a whole new look in front of the world. It marks the start of a major project that LI-NING has been planning for a long time - the rebranding of LI-NING. Now "LI-NING" has deservedly become the first domestic sports brand, not only Chinese athletes wear, and even foreign athletes in the Olympic podium are wearing LI-NING clothing, and this is the successful implementation of the brand strategy results. It is because of the unremitting hard work and successful brand strategy makes Li Ning and his Li Ning company realized from scratch to the domestic sports brand first, the international fifth excellent company's wonderful whole process.

2.2 Comparative Analysis of Cases - Double Star

Double Star, as the boss of China's footwear industry, is the country's largest shoe manufacturing enterprise group. It has 10 shoe cities, including Double Star Development Zone, Haijiang, Industrial Park, Luzhong, Hanhai, Zhongyuan, Chengdu, Guiyang, Zhangjiakou, Fujian, etc., with more than 140 footwear production lines, and six categories of shoes, namely, hot vulcanized shoes, cold bonded shoes, cloth shoes, leather shoes, injected shoes, and professional shoes, and its annual output of all kinds of shoes is nearly one hundred million pairs. Double Star also operates sportswear, with a marketing network of more than 4,000 chain stores across the country; it has set up ten branches abroad in the United States, Germany, Russia and the United Arab Emirates, and has established trade partnerships with more than 200 foreign customers, and owns the only national-level technology research and development center and leather footwear testing center in China's footwear industry. The trademark "Double Star" was recognized as "China Famous Trademark" for the first batch; Double Star shoes have been ranked first in the sales of similar products in China for 15 consecutive years, which is the leading position in China's footwear industry.

Today we see a lot of rising sports brands are choosing a new brand route, "to sports, to fashion", based in China to look at the world, brand awareness has increased rapidly. The brand positioning of Double Star is medium and low-end products, the target customers are medium and low consumer groups. We can see double star stores almost every day in the special price, every day in the sale which makes it in the minds of consumers to form a "double star is low-grade goods" concept. It is hard to imagine that such a daily price war with a flood of small shoe factories actually is the boss of China's shoe industry, in such an unstable market environment to fight for the enterprise to talk about how to maintain its brand vitality for a long time! Although at present, Double Star has a certain share in the international market, but can not realize the brand value. If this continues, in the near future, Double Star will encounter the "upper limit of growth". By then the market will be very difficult to open up, the original market share will shrink. So the growth of Double Star has been urgent!

2.3 brand strategy for the success of the revelation

Successful brand strategy is not entirely dependent on good timing, if the enterprise does not pay attention to their own quality of the enterprise's brand can not get a long time vitality. Enterprises want to shape a successful brand first of all to strengthen the core competitiveness of enterprises, as we mentioned earlier, "Li Ning", Li Ning is the world champion, "Li Ning" core competitiveness lies in the target customer groups, "Li Ning" is the core competitiveness of the target customer groups, "Li Ning" is the core competitiveness of the target customer groups, "Li Ning" is the core competitiveness of the target customer groups. "Li Ning" will give people such a feeling: like Li Ning as hard work, like Li Ning as a champion, like Li Ning to enjoy sports. Similarly, in front of the public enterprises must maintain their own image, so that consumers have expressed trust and confidence in you, so that consumers will hold a positive attitude to choose your products. In addition, in the face of competition in the domestic and international markets, enterprises and competitors in a game, so business leaders must look far ahead, focusing on long-term development interests. Brand strategy is not temporary, many companies in the beginning of branding operations, advertising and promotion with great fanfare, a gust of wind like blind propaganda, to the degree of acceptance of insiders to measure the acceptance of consumers. In fact, branding is a long-term and systematic work, unless the enterprise in the development of new products, advertising, promotion, public relations, service, etc. on the full accumulation, and united in a clear positioning, the enterprise is very difficult to establish a successful brand. 3 domestic private enterprises to do a good job of brand strategy recommendations

3.1 domestic private enterprise brand building

Many private enterprises, although recognizing the importance of the brand, but due to the private enterprise decision makers one-sided view of the brand as well as China's lack of branding professionals, resulting in the majority of private enterprises are unable to shape a unique, vitality of the brand. I believe that private enterprise branding should pay attention to the following issues:

3.1 Set up a correct view of the brand

An excellent brand, reflecting the comprehensive quality of an enterprise and cultural heritage, is an important part of the core competitiveness of modern enterprises. To do a good job of a brand, can not only look at the brand umbrella product quality, there are many other key factors affecting the success of branding: brand positioning, personality, culture, values and emotional benefits. Chinese private enterprises are facing increasingly fierce competition, the role of the brand is increasingly prominent, no brand, the enterprise has no core competitiveness. Some decision-makers believe that branding is advertising, so some companies are constantly and lavishly advertising. In fact, advertising is only a necessary means of branding, branding can not be separated from advertising, but not only advertising, in addition to advertising, companies still have a lot of work to do in order to comprehensively improve brand awareness, reputation and loyalty. Bombardment by advertising can hit a "famous brand", but the famous brand is not equal to the brand. Brand building is a systematic project, brand awareness is only the first step in brand management, and our private enterprise brand to enhance competitiveness, must realize the brand awareness, reputation and loyalty of the three degrees of unity.

3.2 Accurate and reasonable brand positioning

Brand positioning is often advertised to consumers that part of the brand identification, the purpose is to effectively establish the brand and competitor differences, with a high degree of visibility, reputation and loyalty in the minds of consumers to occupy a distinctive position.

Brand positioning is a highly technical strategy, inseparable from the scientific rigorous thinking, must follow some basic principles.

①Consumer-oriented principle. Enterprises produce any product is to meet the psychological needs of specific consumer groups. Brand positioning must be consumer-oriented. The initial point of brand positioning should be comprehensive, full, objective, accurate and timely consumer research, through appropriate communication media, will match the psychological needs of consumers positioning information into the minds of consumers.

②Personalization principle. To make a brand really live, and consumers can communicate emotionally, we must give the brand a unique personality, so that the brand has a certain spirit and soul. This personality actually represents the difference, may have nothing to do with the physical characteristics and efficacy of the product, is given through the brand positioning.

3 dynamic principle. Brand positioning should be adjusted according to changes in market conditions, so that the brand will always have market vitality. In the highly competitive market, there is no permanent brand, the key is whether the enterprise always pay attention to maintain their own brand. Brand maintenance is a long-term, dynamic process, and must be with the brand segmentation, brand extension, brand expansion and a series of activities in conjunction with each other.

3.3 Focus on cultivating the brand's cultural implications

Brand culture is the brand in the minds of consumers impression, feeling and added value, is crystallized in the brand's business outlook, values, aesthetic factors and other concepts of form and business behavior of the sum. Brand culture and brand are complementary. Brand culture is intangible, but the brand culture is the soul of the enterprise, is the essence of the enterprise, but also the spine of the brand. If the quality of the product is the cornerstone of the brand, then the brand's heavy national cultural heritage is the soul of the brand. Brand culture is the specific embodiment of national culture in enterprise management and brand creation activities, is an important carrier of national culture. The success of the world's most famous brands is due to the national cultural characteristics of the brand.

References:

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

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

[3]Du Wei. Product Brand Strategy Selection[J]. Chinese and Foreign Enterprise Culture,2009,***3***.

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

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

Second: TV program brand strategy research

Abstract TV program competition is becoming increasingly fierce, in order to occupy a place in the television media, it is necessary to take the road of branding. This paper takes "Global Information List" as an example, the brand positioning of television programs, brand recognition, brand communication several aspects of a more specific analysis and research.

Keywords global information list brand positioning brand identification brand communication

Each TV program is an independent product, the column to survive in the long term, it is necessary to take this road of branding. Only to make the column has a brand effect, in order to stand invincible in the fierce market competition. Therefore, "create brand" is the goal of every TV program. In this paper, we will analyze the CCTV two sets of "global information list" column, to explore how the TV column should create a brand to win the market.

I, "global information list" column introduction

October 20, 2003, CCTV-2 comprehensive revision of the "Economic Channel". Due to the channel's positioning on the demand for economic information programs, the "global information list" of the TV news brand came into being. It and the morning "first time" and evening "economic information broadcast", "economic half-hour" constructed into the CCTV-2 economic channel news column main body; become CCTV-2 economic channel information plate one of the components of the main framework; become the CCTV-2 midday show; become a new TV news brand.

1 The main content of the column

"Global News List", as one of the components of the main framework of the CCTV Economic Information Channel, provides viewers with international-based, domestic and international integration of global economic information during the midday hours, and gathers the ranking of authoritative domestic and foreign news websites and the hot spot focus of the global media as a reference to the categorized news list, which is released in the way of the vast ocean of information. The news is categorized into news charts and selected from a vast ocean of information. Viewers can also see visually appealing news images, learn about the top five Shanghai and Shenzhen stock markets, and get refreshing global information.

2 The main sections of the column

***1*** News Ranking: The economic perspective, reporting on the most popular current political news and breaking news ranking.

***2***Financial News Ranking: From the people's point of view, the most influential news in the field of finance and economics are ranked.

***3***News People List: Who is the most popular global figure of the day?

***4***Company News List: Which companies around the world made the most shocking news stories in the industry?

***5***The Tech News List: the latest tech news that is cutting edge and practical, inspiring human curiosity and creativity.

***6***Featured Mini-Sections: Includes Today's Watch, Picture News: a collection of good-looking, interesting, relaxing, and refreshing news.

In addition, the column will be based on the current economy, current affairs and other hot news, do the corresponding special reports.

The brand positioning of Global News List

"The so-called positioning is a method of advertising and sales promotion that enables a company's products to occupy a position and leave an impression in the minds of consumers." In today's Chinese TV, the competition between TV stations, channels and columns has become very fierce. It is impossible for any one program to gain the hearts of all audiences, thus, accurate positioning has become an important part of the program's survival and development. And positioning itself is also part of brand identification and value proposition. Through positioning, the brand hopes that consumers can feel and think about what makes this brand different from competing brands.

1 Problems faced by brand positioning

"Global Information List" and "First Time", "Economic Information Broadcast", "Economic Half Hour" these three columns in the content of the arrangement is a whole, the content of the columns **** enjoy. From the perspective of integration of channel columns, such resources *** enjoy the latest economic news information to achieve a full range of rolling broadcast, is a good case of column integration. However, as far as the positioning of individual columns is concerned, such resources***sharing seems to have created certain obstacles for the positioning of each specific column. In order to stand out and build a unique TV program brand, Global News List must analyze other programs and seek the unique features that can be accepted by the audience.

Before the birth of Global News, CCTV's TV news programs were mostly serious, with hosts sitting upright, serious expressions, and news content organized according to the order of domestic and international news, which was extremely rigorous. Although this style reflects the authority and seriousness of the news, but in the era of entertainment, such a way of news broadcasting lack of flavor of life, and can not meet the needs of the general public on the information and entertainment cognition. This provides a reference for the positioning of "Global Information List".

2 Initial Brand Positioning

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

First of all. This positioning captures the business white-collar this has a certain economic strength and economic mind of the niche groups, find the target audience, the content of the column will be easy to arrange.

Secondly, this position has identified the breakthrough of the TV news column. This is a new attempt to arrange the news, but also to achieve a breakthrough in the entertainment of the news, so that the news content may be boring to add a relaxed, suspenseful, dynamic, fashionable color, in line with the trend of entertainment.

Overall, CCTV-2's information columns are more entertaining than other channels' news and information columns. In addition to Economic Half Hour, which is positioned as a TV news magazine, the other three columns are basically the same in terms of news content, and the programs end with lighthearted content such as fashion shows, new car highlights, the latest singles, or interesting scenes from life. Nonetheless, the personality of Global News List comes to the fore - it is a platform for the unveiling of news lists. Viewers have their own preferences for news, and they also want their favorite news, companies***brands***, financial figures, and technology products to top the list.

3 Adjustment of brand positioning

In the course of the development of the column, the "global information list" also made some adjustments to the brand positioning, after all, the real understanding of the economy of the crowd is very niche. If only target that small part. And it may also be the crowd that does not have the habit of watching TV programs at noon to do the program, the ratings are difficult to improve, the survival of the column will also face certain problems.

Therefore, "Global Information List" has appropriately expanded the scope of the target audience, the news broadcast way more life-oriented, the news content added more life minutiae. It can be said that it has brought the economy to life. It makes it more acceptable to more ordinary people and also enables them to gain relevant economic knowledge from the column. Though this knowledge may seem trivial to businessmen or economists, it is already satisfying for the common people to learn about it. Just this knowledge can already facilitate their lives. And this knowledge will not take up too much of their time to understand and digest, so they love to read it.

Third, the brand identity of the "global information list"

The brand identity is a set of unique brand concepts that the brand aspires to create or protect. These conceptualizations express what the brand is. And they establish a relationship between the brand and its customers by generating a valuable proposition that includes functional, emotional, or value self-reproduction benefits. For the TV program, brand recognition can be achieved by building a set of independent visual and auditory image recognition system, this system allows the audience to remember the program in the shortest possible time, on this basis, deepen the audience for the program's reputation, loyalty.

Brand recognition can help the audience to distinguish between Global News List and other information programs, and at the same time, establish the image of Global News List in the minds of the audience. In the following, this article will focus on the characteristics of the TV program "Global News List", and analyze the three aspects that can be used for brand recognition - slogan, visual and sound.

1 slogan recognition

Slogan is the embodiment of the brand concept. A good slogan helps establish a good brand image. There are two slogans for GLOBAL LIST: "The one who knows the news survives" and "A list knows the world". The best slogan is "Survival of the Informed", which is very powerful. Although this phrase is a bit exaggerated, it is not unreasonable when we think about it, and it should be said that it has a great appeal. These two slogans are actually a sublimation of the column positioning. That is, a clear target audience, but also highlights the column's list of characteristics, for the establishment of the brand image has laid a solid foundation.

In addition, the first sub-panel of "Global News List", "News Ranking", also has its own slogan: "To know the world, read the news first". The slogan is simple and atmospheric, and gives the viewer the mental suggestion that

The first section of the GLOBAL LIST, the "Highlights" section, has its own slogan.