The Brand Strategy Research Of Shanxi Construction Engineering Group Construction Machinery Co.,Ltd

Brand as a core element of business operation, is the source of corporate wealth and an important intangible asset.With the rapid growth of the market economy,people’s living standards has improved,and also the market competition has intensified,building a unique corporate own brand become the focus of attention. Brand strategy will also provide more effective guidance to business management,increasingly more attention to brand owners.Therefore the construction and implementation of brand strategy system will have great significance for enterprises to expand business scale and adapt to changing market conditions,and enhance market competitiveness,and maintain stable and sustainable development.In this paper, Shanxi Construction Engineering Group Construction Machinery Co.,Ltd. as the research object, combing the existing brand theory, carried out a detailed analysis of the development status of the company, and from the two aspects of external and internal to analyze the competitive environment. First, the use of PEST theory, the building and construction industry in which the political, legal, economic, social, technological and other external environment are analyzed, and the use of Porter’s five forces model of its industrial environment are analyzed, and then combined with the external environment and market sectors development status, strengths, weaknesses, opportunities and threats are analyzed using the SWOT theory, which shows the success of the corporate brand strategy,we must do the correct positioning of own development environment and develop capabilities,so as to obtain differential advantage from other competitor.Finally, combining the company’s competitive environment analysis, the paper has discussed the company’s brand strategy of the existence of problems, while from four aspects to implement the construction of brand strategy system,given the basic strategy of implementation of brand strategy, and ultimately,put forward the implementation of brand strategy proposed safeguards.