Study On Brand Strategy Of SCEGC Ninth Construction Limited Company

Branding is an important intangible asset of enterprises, which is the source of enterprise wealth. Branding is the essential elements of enterprise operating such as human resources and capital, and is the core of these elements. Accompanied with accelerating pace of Chinese market economy and improving living standard of residents, people’s concepts about working and life has made remarkable headway and consumption structure in this environment has changed. The demands for the diversity of life residential, office and entertainment bring about all types of buildings. Managers begin to realize that quality and price have been hard to get continuous competitive advantage in the fierce competition and to build an invincible position in the market is determined by the brand of enterprise. Construction enterprises should establish the correct concept about brand policy, draw up the strategic plan, and implement effective strategies to build brand.This essay reviews theoretical knowledge of strategy and brand, including the strategy position, strategic perspectives and resource-based strategic vision, and brand image, positioning, assets, relationships, strategies, ecological theory and related theories analysis about the internal and external environment of enterprise. In the case, PEST, Porter five force model and SWOT model are used to analysis the situation of SCEGC Ninth Construction Limited Company within the theory discussion and reality exploration. The brand strategy system of SCEGC Ninth Construction Limited Company consists of brand shaping, brand fame, brand quality, and brand maintenance and specific implementation strategy is present. This research offer merit lessons about how to build effective brand system to other related construction company in China.