Who has a paper on the research status of marketing brand strategy at home and abroad?

In recent years, there are more and more products of similar brands in China market, and corporate brands are playing an increasingly important role in marketing. Their brand can show the specific value and market positioning of an enterprise, and the brand has gradually become an important resource of the enterprise, which fully embodies the importance of the brand in the enterprise. Strengthening innovation and vigorously promoting brand strategy play an important role in the future development of enterprises. This paper first introduces the concept, characteristics and functions of brand, then introduces the relevant contents of product strategy and content, and finally expounds the present situation of brand strategy in China, and analyzes the innovative research of brand strategy in China from several aspects.

Keywords: strategic innovation of marketing brand

In recent years, more and more similar brands and products have appeared in the China market, and corporate brands are playing an increasingly important role in marketing. Brands can show practical value and market positioning, and brands have gradually become an important resource for enterprises, which fully shows the status of brands in enterprises. Strengthening innovation and vigorously promoting brand strategy play an important role in the future development of enterprises. This paper first introduces the concept, characteristics and functions of brand, then introduces the relevant contents and connotations of product strategy, introduces the present situation of brand strategy in China, and analyzes the innovative research of brand strategy in China from several aspects.

With the advent of the market economy era, the business strategy of China enterprises has undergone earth-shaking changes. In order to better adapt to the current economic situation and enable enterprises to develop stably and well in the new situation, the marketing methods of enterprises in the market tend to be brand strategic marketing, and brand strategy tends to be more distinctive, personalized and valuable. Under the new economic situation in China, the market competition 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

The brand concept, characteristics and functions of 1. 1

L- 1. 1 brand concept

Brand is a technical 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 usually consists of words, symbols, patterns or any combination of the three. Its name definition covers the main characteristics of the brand, and has good publicity, communication and mutual exchange functions. Brand is a concept to express the complete image of products, including brand name and brand logo. For example, BMW, KFC, Coca-Cola and so on. They are all well-known foreign brands that can be expressed in words. 1. 1.2 brand characteristics

(1) brand attribute. Every successful brand will bring people their own unique attributes, and the attributes of the brand represent a kind of connotation of the product or the 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, their status, product value and interests in the eyes of consumers are also different. At the same time, they also reflect 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, as well as the performance of corporate culture in the process of business and sales activities, as well as the sum of values such as interests, emotions and personality images that can be embodied through brands. Brand represents the unique culture of the enterprise itself, and also represents the culture that can reflect the rich connotation of the enterprise. The carrier of enterprise culture depends on the brand, and the enterprise spirit is condensed on the enterprise brand through culture, embodied in the enterprise brand and implemented as a whole.

In the course of business operation. (4) brand personality. A brand should have a distinct personality and reflect 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, so that people can associate 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 identification function.

1. 1.3 the role of the brand

In the current fierce market competition, brand plays an important role, which fully embodies the quality of enterprise, sales reputation and brand image that an enterprise should have, and also fully embodies 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: (1) brand is the main measure of an enterprise's economic strength; (2) Brand is the main means 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 to accelerate the accumulation of enterprise assets; (6) Brand can promote enterprises to avoid fierce competition between market product prices; (7) Brand can accelerate the development of enterprises.

2 brand strategy and content overview

2. 1 Overview of brand strategy

Brand strategy refers to the business goal that enterprises take brand as the main means of competition in the marketing process to obtain more profits and value. By shaping the brand image, enterprises can reflect their own market value. After a concrete analysis of its own conditions, according to the external economic market environment, a set of overall planning objectives and specific action plans in line with its own development have been formulated. Brand strategy is an indispensable part of modern enterprise management and sales strategy. 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 Brand strategy content

With brand strategy as the marketing means and brand as the main core, through analysis, design and other methods, brands can bring the greatest economic benefits to enterprises 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 enterprises from the perspective of overall development strategy, through the packaging and vigorous publicity of enterprise products, so that consumers have a deeper understanding of products and become consumers' favorite products. Improving brand awareness, credibility and customer loyalty will improve the overall management level of enterprises in production, operation and management, and then shape the good image of enterprises, and finally achieve the core goal of enhancing economic strength.

3 the status quo of brand strategy

After China's entry into WTO, some foreign brand enterprises have entered China's economic market, which has brought great market impact to most brand enterprises in China. Some well-known brands either registered their trademarks first, or were acquired or crushed by foreign enterprises. Our country's cognition of brand has not reached a certain level, which has caused huge economic losses in this respect. Actively carry out the implementation of brand strategy, and the enterprise's self-awareness of developing and expanding brand products is still in the primary stage. 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, paying attention to 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 fabrics and so on, all of which belong to their own brand products. Due to the development of its own brand products, enterprises have stood in the forefront in such fierce market competition, occupied a major position in the market competition, and developed into a well-known big brand in 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. At present, there are still some main problems that can not be ignored in the process of implementing brand strategy in enterprise marketing. Its main performance is: (1) Enterprises do not have a clear understanding of related concepts when implementing brand strategy. Some enterprises only focus on the well-known brands developed and produced by manufacturers when implementing and promoting brand strategy. I believe 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 invests enterprises in the economic market and develops brand products in the market with its unique advantages. (2) The implementation of brand strategy lacks a sense of time urgency. If an enterprise wants to occupy a dominant position in the market competition, it should first take enterprise sales as the main aspect, and the others can be put aside first. The implementation of enterprise brand strategy is a systematic and continuous work, and we must intensify our efforts and keep trying, rather than just adopting superficial promotion methods. (3) The method of implementing brand strategy is improper. Some enterprises lack the theoretical knowledge of brand marketing when implementing brand strategy, and are at a loss when implementing brand strategy. Many times, when I see what brands of products other companies make, 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 own brand image, it is impossible to imitate and learn from other companies' products. To sum up, only from the actual situation of the economic market, create and develop products belonging to the enterprise itself, can we develop brand products with distinctive personality. (4) Enterprises lack corresponding management and marketing mechanisms. Nowadays, most enterprises are still in the process of establishing a modern enterprise system. Only by separating management from operation 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 management. Brand strategy is a concrete process, which is embodied in continuous and short-term realization behavior. Therefore, in the process of implementing and promoting brand strategy, enterprises must solve the problems in management mechanism.

4 brand strategy innovation research

4. 1 Innovation of brand strategy concept

The innovation of brand strategy concept mainly refers to the leading role of enterprise 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 a product concept that can meet the needs of global customers. In our country, Li III. &; After China's entry into WTO, the product marketing of China enterprises has been greatly impacted, which requires China enterprises to have the concept of brand strategy, focus on the huge global potential market demand, and create new markets belonging to their own brands. In other words, under the condition of joining WTO, enterprises must pay attention to 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 meet global consumers, enrich consumers' 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 to deepen brand marketing and understand the results of brand products. China enterprises must establish a good brand image and the concept of brand strategy when promoting corporate brands.

4.2 Pay attention to brand effect and promote brand marketing.

A brand is a commodity of an enterprise. With the continuous improvement of people's living standards, brand awareness has been valued by enterprises, and more and more enterprises list brand strategy as marketing means. The significance of brand is to help enterprises attract more consumers and establish their own product image by using their own brand products. In the market competition, enterprises always have various potential economic crises and face various challenges, and the survival of the fittest is an unchangeable law of market competition. In order to be invincible in the fierce market competition, we must attach importance to the brand effect of enterprises. Promote brand strategy, adhere to quality-oriented, and take service as a solid backing. In the fierce tide of market competition, only brands built with high-quality products can establish their good brand image, and only high-quality after-sales service can consolidate the position of enterprises in the hearts of consumers.

In the market economy environment, the market is the basis for the survival of enterprises. Without market, there is no enterprise's survival, and without market development, there is no enterprise's development. Paying attention to brand effect and innovating marketing are the key to determine the fate of enterprises and the driving force to promote their development.

4.3 Brand marketing strategy innovation

The innovation of brand marketing strategy means that China enterprises should dare to innovate in marketing methods, implement new brand marketing strategies and methods, and creatively integrate and utilize the advanced marketing methods of domestic and foreign enterprises. The innovations in brand marketing strategy mainly include: (1) Enterprise relationship marketing refers to the core orientation of establishing and developing good cooperative relations with enterprise products with enterprise relations as the main basic guiding ideology, especially striving to satisfy consumers, maintaining and strengthening good trading relations with consumers, and gaining rich market benefits for a long time. (2) Network marketing refers to the brand marketing strategy activities that enterprises make full use of network resources. Brand marketing strategy through network will be the most important and significant means to promote enterprise brand promotion. (3) adopting knowledge marketing, that is, cultivating and expanding marketing activities by using scientific and technological innovation and popular science propaganda of products. Knowledge marketing is a new trend of modern enterprise marketing. (4) The realization of defect-free marketing means that enterprises do not leave consumers any regrets that may occur during the whole brand marketing process. Its main methods include making products free from defects in design, production, sales, pre-sales and sales, so as to establish good relations with consumers and promote enterprise exhibitions.