Guangdong Construction Engineering Group

GCEG is the largest provincial construction enterprise. It is the also one of the 23 companies which the government of Guangdong province authorizes to manage its capital. This group has glory history, and has made important contribution to his country.However, with the development of market economy, the brand strength of competition of this provincial top enterprise gets no improvement, due to the following reasons: monotone products and irrational structure .playing too much attention to the markets in Guangdong province, and having difficulty to develop other markets in other provinces; slow system innovation, lack of vitality for the resources.On the other hand, the equipment of technique, the resource of talents, the rank of aptitude, and the occupancy of market for the rivals, from old to new, have gradually improved. The famousness and good-reputation of their products make a great threatening to GCEG. Furthermore, this enterprise will be faced with the sharp challenge from WTO a few years later.The outlet for GCEG lies on that he must pay attention to the characteristic of construction industry, base on the resources now available, grasp the opportunity of aptitude relocation and enterprise innovation, carry out the strategic of brand development in the aspects of brand location, brand expansion and brand maintenance, reestablish the brand strength of competition of GCEG.