Operation Mode And Performance Evaluation Of Construction Enterprise Brand Management

With the integration of the world economy and joining into the WTO fully in various industries in our country, the construction industry will be facing more intense competition. There is an urgent need for an innovative enterprise management system in order to adapt to the changing business environment, then to win the intense competition in the international construction market. Brand management as an effective management can provide a solution to reform the management model, and improve the core competitiveness and international competitiveness. Brand management can be summarized into two categories: one is brand strategy, including brand positioning, brand portfolio and brand extension; and the other is brand implementation, that includes brand management organization, brand management process and brand operating mechanism, brand management performance evaluation . In fact, the effect of brand management is directly depends on the implementation of brand management.The paper researches the brand management implementation of construction enterprise. On the base of the status quo of brand management and construction brand management, the paper establishes a framework for brand management system of construction enterprise. The principal contents include brand management organizational structure and processes, brand management operation mechanism and brand management performance evaluation. This study uses quantitative analysis and qualitative analysis, theoretical analysis and empirical study, and also focuses on the research to the actual situation of construction enterprise. The study uses management, marketing, advertising, sociology, system science and behavioral science comprehensively and also pays attention to the characteristics and actual demand of construction enterprises. Main contents are as follows:(1)Combining the characteristics of construction enterprises, this paper defines the conception of construction brand management. Propose that brand formed by the formation of competitive advantage, and then expound the formation mechanism of construction brand from the perspective of the formation mechanism of visibility, reputation and loyalty. Propose that construction brand life cycle is composed of forming period, growing period, maturing period and recession period; and then summarize the characteristics of every period. Propose that there are two kinds of modes for the development of construction brand: single-cycle development mode and multi-cycle development mode. Propose construct the system framework of brand management operation and performance evaluation based on system theory. (2)Propose modular structure model for brand management, and then classify brand management organizations as dominant module, professional modules and support module. Propose modular brand management process on the base of the modular brand management organizations, and then classify brand management process as strategy development, elements of design, dissemination and promotion, maintenance and monitoring performance evaluation. Prove the result of Repeated Game which bases on the Cooperation Psychological Contract, through analyzing of "Prisoner's Dilemma" in modular brand management system.(3)Base on analyzing of the multi-storey hierarchical structure of brand management system in construction enterprise, this paper establishes a bi-level programming model for brand management collaborative decision-making. Propose to establish protection mechanisms for the realization of synergies management, which include identify opportunities for synergies mechanism, two-way interactive communication mechanism, resources allocation mechanism and integrated win-win balance of interest mechanism. Propose interactive role model and information-sharing model for construction brand management, and also propose requirements for inter-departmental coordination mechanism between brand management agencies and functional departments, which include confidence-building mechanisms, consultative mechanisms and regulatory mechanisms. On analyzing of formation mechanism of construction brand crisis, construct brand crisis management model, which includes crisis recognition and crisis treatment. And also point out the choice of strategies that to avoid the crisis. Construct the index system of the monitoring and early-warning system of brand, and then determine the weight of each indicator and warning threshold.(4)Analyze the meaning of construction brand management performance, and then construct performance evaluation system for construction brand management from the process and outcome. Construct the AHP comprehensive evaluation model for construction brand management performance to evaluate behavior performance. Combining the characteristics of construction enterprises, construct brand value assessment system and method which has construction industry characteristics. Propose that brand value assessment of construction enterprises mainly assess market competitiveness, profitability and strength of the brand, and determine the value of brand by financial analysis, market analysis and brand analysis.(5)Take China State Construction Engineering Corporation as an example to play an empirical study. Design the structure framework of the brand management organization and process model. Establish brand management synergies operating mechanism, brand management coordination mechanism, brand crisis management and early warning mechanism. Construct the brand management evaluation system, develop brand management assessment methods, and also assess brand value of the company.The research on construction brand management is useful to improve the level of the management and the core competitiveness of construction enterprises, and helpful for the construction enterprises to promote a sustained, healthy and rapid development. Specifically, the major theoretical and practical significance are as follows: first, it can promote the further development of construction management theory; second, it provides new ways and means to solve the problems of construction enterprises; third, it can improve standardization of the brand management in construction enterprises; fourth, it provides new method for the brand management performance evaluation; fifth, it can provide a new management model for construction enterprise to strengthen its international competitiveness.