Study On Brand Marketing Strategy Of China Zhongtie Major Bridge Engineering Group Co., Ltd.

No matter what the structure of the enterprises, are facing competition under market economic system,. Different industry structure with different competition ways, such as price war, channel war, war of capital, technology and brand warfare, and so on. Since reform and opening up, as a basis industry of our country's economy, the construction industry have developed rapidly, has become the main driving force to stimulating economic growth. With the construction market system of continuous improvement, the construction industry competition among enterprises is no longer confined to the technology, price competition and other aspects, and has entered the era of brand competition, how to win in the competitive market brands has become many Construction Enterprise concern and the focus of research.The study object in this paper——the China ZhongTie major bridge engineering group Co., Ltd. is an oligopoly of capital infrastructure construction company, The planned economy period of oligopoly of capital-and technology enterprises in the market economy continues to improve, brand more competitive now, enterprises have come to fully realize the importance of the brand. In this paper, on the basis of the internal investigation of China ZhongTie major bridge engineering group Co., Ltd. and analysis of the external environment, then the paper found the brand marketing problems which existing in the company. And paper thinks the demands of the market the company is the need for the implementation of brand marketing. Subsequently, the paper use the theories such as brand positioning, brand image, design and brand communication theory and so on, and developed some brand marketing strategies for the company. Finally, to ensure the brand marketing strategies can be implemented effectively, this paper presents the corresponding implementation of the proposed measures.Currently, brand marketing in the industry already have preliminary development, the paper put the brand marketing strategy for the expansion of Iron Bridge markets, and enhance the core competitiveness of a certain reference value. In addition, the results of this paper can be used as reference significance for other similar construction enterprises' brand marketing.