Wuhan City in the Process of Shaping Its Own Brand Problems and Solutions

This is Michael Porter´s value chain theory applied to the brand´s innovative research process. To shape their own brand, the key is to have R & D innovation, manufacturing capacity, market-oriented incentives, management and collaboration capabilities, the appropriate external environment. Wuhan urban consumption by industries, equipment manufacturing and the tertiary industry survey of 14 companies and found that the consumer goods industry, the market innovation capacity is obviously inadequate; consumer goods industry and the tertiary industry, research and innovation capacity is obviously insufficient; all industries, manufacturing capacity relatively high, but the co-operation need to be further strengthened; the external environment to be improved. To this end, the Government should strengthen market guidance, to accelerate research and development support, improved supervision, strengthen management and cooperation, norms and guidance services.