Zhuhai City Bus Branding Research

Since the1980s, The Chinese government developed a series of industrial policy and technology policy, determined the urban transport development policy mainly by public transport, urban public transport has made great progress, from public transportation vehicles to passenger growth and the improvement of operational service level, the urban public transport in the city’s economic and social development has played an important role. At present, China’s urban public transport industry to gradually transition to a market economy, introduction of competition mechanism, improve the bus service price system, for public transport enterprise ownership、management rights and laws, The rapid development of urban rail transit, it gradually increasing the pressure for urban public transport enterprises. Brand is the product of market economy, the bus brand is not only characteristic of bus interprise transportarion products,but also the mark of enterprise’s quality、 corporate culture、 corporate image and management level, still the necessary means to enhance the core competitiveness of public transport enterprises.This article is guiding by brand strategy management theory, Through the comparative research, literature research and combination of qualitative analysis and quantitative analysis of research methods, take Zhuhai city bus for example, refer to the brand management and related literature, Learn the management experience from the excellent public transport enterprise at home and abroad, According to the characteristics of the zhuhai city bus, it detailed description of the Zhuhai city bus brand building methods and countermeasures form the brand elements, corporate relations, safeguard measures and how to implement etc. Thesis is divided into five parts. The first part is an introduction; main content is the research background of this writing、theoretical and practical significance. Put forward the relationship between brand building and the city bus After a review of domestic and foreign literature and combined with my point of view, As well as the content and methods of research. The second part is the Band Management Overview, Describes the definition and function of brand, Analysis of the internal corporate brand management and bus brand case, also analyzed the bus brand management objectives and safeguards as well. The third part is the city bus brand development overview of domestic and international. This paper studies the bus brand building, describes the success factors of famous public transport enterprises at home and abroad, meanwhile summarized the development of Zhuhai urban public transport, and analyzed Zhuhai city bus’s advantage and disadvantages. The fourth part is the focus of this article, it Detailed description of the Zhuhai city bus brand building methods and countermeasures from the brand elements, corporate relations, safeguard measures and how to implement etc. The fifth part is the conclusion of the article, Summarized the importance of creating the brand of city bus, identify the main conditions and infrastructure of brand building.This article take Zhuhai city bus as an example, based on research of the brand building and safeguards of city bus, Integrate theory with practice, as the domestic city bus has certain similarities, Through the summarized of this article, hoping to provide some reference for the similar enterprises, also has a certain reference value for other city bus enterprises brand building.