随着ICT行业的快速发展和市场竞争的加剧，品牌策略对于企业的发展显得尤为重要，其中J科技公司作为传统IT分销商面临利润压缩和品牌价值提升的挑战。本研究旨在如何制定有效的品牌构建策略，使J科技公司在激烈竞争的市场中脱颖而出，以提升品牌影响力和市场竞争力。

本研究的主要内容包括对J科技公司的基本情况、发展战略、宏观环境、行业竞争状况进行分析，以及对公司软件产品品牌现状的调查与分析。通过运用STP理论、波特五力模型、品牌价值金字塔模型等理论工具，结合PEST分析和SWOT分析方法，全面评估了公司的外部宏观环境和内部竞争状况。此外，通过问卷调查法收集数据，揭示了J科技公司在品牌识别、内涵、反应和关系方面的现状及存在的问题。

研究结论显示，J科技公司软件产品在品牌建设中存在着缺乏品牌战略定位、忽视品牌建设、品牌传播渠道单一、企业文化建设不足等问题。为了解决这些问题，本文提出了明确的品牌建议和对策，主要包括建立品牌标识、塑造品牌内涵、建立品牌反应、缔结品牌与客群的共鸣。

本研究的新见解在于应用品牌价值金字塔模型（CBBE模型）为ICT行业的企业提供了一套系统的品牌构建框架和策略，充分验证和拓展了CBBE模型的实用性。同时，研究提出了通过个性化的服务和体验来制造客户的归属感，提升客户忠诚度，并通过有效的品牌传播策略与客户建立深厚的情感联系。

本研究不仅为J科技公司提供了具体的品牌构建策略，帮助其在数字化经济时代中更好地理解和运用品牌管理的理论，以实现品牌的长期发展和市场竞争力的提升，同时也为其他行业企业提供了品牌策略构建的参考和启示，具有较广泛的理论指导意义。

With the rapid development of the ICT industry and the intensification of market competition, brand strategy is particularly important for the development of enterprises. As a traditional IT distributor, J Technology Company is facing the challenge of profit compression and brand value enhancement. The purpose of this study is how to develop an effective brand building strategy to make J Technology Company stand out in the fiercely competitive market, so as to enhance brand influence and market competitiveness.

The main contents of this study include the analysis of the basic situation, development strategy, macro environment and industry competition of J Technology Company, as well as the investigation and analysis of the current situation of the company 's software product brand. Through the use of STP theory, Porter 's five-force model, brand value pyramid model and other theoretical tools, combined with PEST analysis and SWOT analysis method, the company 's external macro environment and internal competition situation are comprehensively evaluated. In addition, the data collected through the questionnaire survey method reveals the current situation and existing problems of J Technology Company in brand identification, connotation, response and relationship. The research conclusion shows that J Technology Company needs a clear brand positioning to establish its own position in the target market and distinguish itself from its competitors. The research emphasizes that brand building is a systematic project, which needs to be comprehensively considered and planned from multiple dimensions, such as the establishment of brand identity, the shaping of brand connotation, the establishment of brand response, and the establishment of resonance with customers. In addition, effective brand communication requires companies to use a variety of channels and forms to ensure that brand information can accurately and effectively reach target customers and resonate. The new insight of this study is that the application of the brand value pyramid model ( CBBE model ) provides a systematic brand building framework and strategy for enterprises in the ICT industry, which fully verifies and expands the practicability of the CBBE model. At the same time, the study proposes to create a sense of belonging of customers through personalized service and experience, enhance customer loyalty, and establish a deep emotional connection with customers through effective brand communication strategies.

This study not only provides a specific brand building strategy for J Technology Company, but also helps it better understand and apply the theory of brand management in the era of digital economy, so as to realize the long-term development of the brand and the improvement of market competitiveness. At the same time, it also provides reference and inspiration for brand strategy construction for other industry enterprises, which has a wide range of theoretical guiding significance.