| Chinese building enterprises have begun to pay attention to the importance of brand building. However, in comparison with foreign building enterprise, there are still significant differences referring to brand strategy building showed in Chinese building enterprises. So, with more and more foreign building enterprises entering into Chinese market, domestic building enterprises must clearly establish the correct concept of brand strategy and try to establish the brand by effective strategy. Building brand strategy surely consists of many different kinds factors, which is also a systematic, continuous, long-term, trivial research projects.This thesis reviews the theoretical knowledge of strategy and brand, including strategy, resources, theory and knowledge of capacity; brand's image, assets, location, identifications. Combined with the particularity of building enterprises, analysis of the content of brand strategy, elements, value and added value; explored the status of brand strategy, and analyzes the reasons.Meanwhile this thesis builds a system of brand strategy from four aspects of the brand image building, crisis management, maintenance and innovation, and internationalization. The brand image building is described in five dimensions-quality, service, identification, culture, and the credibility. In the case analysis, there are specific measures given according to the five dimensions. As for the brand maintenance of China Railway 14 Group Co., more emphasis are made theoretically on the self-maintenance of brand and technical innovation. According to current situation of China's foreign contracted engineering service, analysis is given on the current new features of international engineering contracting market during its development. And then put forward the direction and strategy for China Railway 14 Group Co., on its international development for its brand. This thesis has some guidance for construction managers who wants to implement brand strategy in the building enterprise. |
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