Construction Of Metallurgical Engineering Enterprise Group Brand Competitiveness Discussed

The paper is attempted to explain the definition, the connotation, the feature and the function of brand, through the discussion of CMC's brand construction practice. The study has the guiding effect that corporation can make a correct brand location in market according to the corporation's inner resource, outside environment and the capacity of resourse element. On the basis of the above research, as for the present situation and major problems of the brand's competitiveness, a further analysis of the advantage and disadvantage of brand's competitiveness is conducted by the method of investigation, statistics with the theoretical background of Porter Competitive Strategy theory. after the research,in this paper, the following measures is forwarded based on the construction of MCC's brand competitiveness.1,To apply the strategic measures in the process of building the corporation's brand competitiveness2,To apply the quality-based measures in the process of building the corporation's brand competitiveness.3,To apply the measures of corporation culture's construction support the brand's development.4,To apply innovation in the process of building the corporation's brand competitiveness.5,To apply the measures of putting the service in the priority in the process of maintaining brand's competitiveness.