Study On State-owned Group Corporate Brand Management And Control In The New Period-taking The CREC For Example

As China’s reforming and opening up, the domestic economic growth tendency is veryfine, and the restructuring of state-owned enterprises and joining the WTO will also bringabout a new opportunity for the Chinese enterprise. In2011the World Brand Laboratorybrands in the world top500, there are only21Chinese companies in top companies, in whichthe China Central Television (50) and China Mobile (65) is routed to the front, while theothers are ranked on the list, which brings us that the corporate brand building and controllingis very imminent.This paper was originally conceived from the relate issues of study on the CREC’s brandcontrol, through the Enterprise Group model and brand strategy management both theoreticalstudies of today’s brand management and control theory of reference, and in accordance withthe reality of brand management and control success case, the ultimate goal is to build astrong theoretical and practical brand management and control system. The domestic brandmanagement and control theory were analyzed and summarized, and the company brandmanagement and control concepts are also briefly discussed.Based on brand management and control of the Group corporate brand managementand control, there are three main aspects on the proposed group control: Firstly, building thecompany brand integrated management, to solve the macro and micro aspects on brandmanagement and control; Secondly, design the company’s brand management and controlstructure and operation to control who and how to solve control problems; Thirdly, design thecompany brand management and control content which will solve the specific problem ofcontrol.The last part of this paper, take the CREC as the research object, whose Group brand isChina Railway, with secondary and tertiary empirical subsidiary brand system. The marketresearch pointes out that the problem of China Railway brand management and control divideinto five parts: the lack of specialized brand management and control organization; the fuzzybrand positioning; Group brand integration and synergy are not jointed; lagging brand management and control concept; little brand communication effects. According to theproblem, the paper propose solutions based on the thesis of brand management and controlsystem, propose the final safeguard measures which will control the system run better.The main purpose of the paper is to build a perfect brand management and controlsystem with more experience and of more practicality which will provide a theoreticalguidance to the corporate brand management and control of the Group and help them to builda stronger group of brands that increases its brand awareness, influence and reputation, so thatit can get a dominant position in the international market.