Research On The Brand Strategy Of Guangzhou Municipal Engineering A Company

This thesis is on the case example with Guangzhou municipal engineering A company, research how to build up the brand strategy of state-owned municipal construction business enterprise. Make the main industry strong and the big, mold the brand, is the demand that the business enterprise develops the development. Guangzhou municipal engineering A company set up 27 years ago, through Several Generation persons' hard effort, the first step created " municipal maintains brand" . Currently, municipal facilities maintain, asphalt road construction and no open to dig tubes construction, is three major of pillar industry of that business enterprise, have the certain influence in Guangzhou and Pearl River Delta building market, become the foundation of image marking and rely for existence of that business enterprise. But, these "brands" under the current new situation, are subjected to the rigorous challenge and tests every moment, how to keep and extend the current advantage of the main industry of that business enterprise, do them strong to do greatly, make it firm prop up that business enterprise to develop continuously and healthily and quickly? It's worthy of thinking and investigate of important problem.This thesis is according to the strategic analysis of the brand, in the exterior of brand opportunity and threats present, and contain clear and accurate confidence the advantage and bad situations of the business enterprise internal resources, and investigate the brand strategy of match the state-owned municipal construction business enterprise characteristics. Main usage PEST analysis model analytical macroscopic environment, usage competition" five dints" model carries competition strength analysis on the state-owned municipal construction profession. On the foundation that analytic the brief introduction of Guangzhou municipal engineering A company and the mark pole business enterprise. Then we thorough analysis the present condition of the company's brand management. Guangzhou municipal engineering A company experienced the fast development of more than ten years hereafter, in from planned economy toward market economy trans Table process, can hold tight the opportunity, undertake the large engineering construction, comprehensive strength and construction abilities all had the tremendous exaltation, having the certain brand advantage. At the same time, the business enterprise brand and the product brands face the new challenge. The manage aspect existence problems, that brand development lack the whole programming, the market fixed position is not explicit, the brand marking is misty, pay attention to item brand, not Value the business enterprise brand etc.On the foundation of the develop condition of the analytical brand strategy, this text is main around content and its function meanings of the brand strategy commence, carry on the brand strategy establishing of Guangzhou municipal engineering A company, to further inquiry into the brand strategic implement of the state-owned municipal construction business enterprise. Explicit principles that implementing brand strategy must set up" famous brand consciousness", face to the market economy, exertive comprehensive effect, reasonable exploitation "outside brain" , the system engineering etc. Put forward to synthesize to make use of various brand menses. Set up to put forward the suggestion and conceive to the Brand Strategy of Guangzhou municipal engineering A company. From five the generous noodles mold the good brand image: Accurate brand fixed position, the fresh and clear brand design, outstanding brand quantity system, the brand of the superior quality service,continuous brand innovation. These are the trend and the choice that the state-owned municipal construction business enterprise Constructing brand strategy.