Private Enterprise Growth and Brand Strategy

Author: Ding Xuan
Publisher:
Publish Date: 2005-07-01
Features: Private enterprises are the main body of the market economy. With the historical process of reform and development in China, the growth of Chinese private enterprises must sequentially break through three levels of constraints: institutional constraints, management constraints, and technological constraints. So far, Chinese private enterprises have largely broken through the institutional constraints at the initial level and, to a large extent, resolved the fundamental issue of "what can be done," while beginning to encounter management constraints as a whole. Management constraints have become the primary factor limiting the further absorption of institutional resources and the activation of the technological development engine of Chinese private enterprises, in order to enhance their core capabilities and improve their market competitiveness. The core issue it needs to solve is: "How should the enterprise 'do' to achieve the growth of private enterprises." How to break through management constraints has become a significant issue of concern for the private enterprise community, the management academia, and even the government and society as a whole.
A brand is a corporate strength that is integrated into an external image through management. It is supported by the company's own product quality, service level, and management capabilities, embodying the core capabilities of the enterprise and serving as its primary reliance for market competitiveness. The traditional development positioning of Chinese private enterprises only satisfies the basic positioning of "making and selling products," and under the backdrop of globalization, they often appear weak in competitiveness. The development and management improvement of Chinese private enterprises urgently require them to position themselves at the level of brand strategy.
The book is divided into two parts: Part I is the theoretical section, including seven chapters. Part II is the case study section, including a total of seven chapters: Chapter 1: Overview of Private Enterprises and Their Development Opportunities and Challenges; Chapter 2: Historical Review and Prospects of the Development of Private Enterprises in China; Chapter 3: Historical Review of Brand Development in China; Chapter 4: Implementing the Brand Strategy for Enterprise Development and Strengthening; Chapter 5: Successful Experiences and Lessons of Private Enterprises in Building Brands; Chapter 7: Private Enterprise Brand Strategy and the Environment.