The Study Of Brand Strategies Of A Company Based On The Belt And Road Policy

Since the implementation of The Belt and Road policy, China has carried out a series of policies to deepen The Belt and Road policy. Countries related also have issued a great number of policies to conform to the policy. All the provinces and cities, as well as lots of corporations in China has grasped the historical opportunity and made various plans and strategies according to it. However,many of the corporations haven't paid enough attention to the plan of their brand strategies and overlooked the invisible value of the brand power,which resulted in the lack of competitiveness of these corporations. Take Corporation A as example, the dissertation analyzes the plan of the brand strategy based on the theories of brand strategy planning and purposes possible solutions accordingly.Corporation A, the object of study, is a large railway design corporation with a history of more than 60 years. It has accumulated cutting-edge technologies and excellent human resources with the development of "Chinese Railway". The Belt and Road policy has brought great opportunity to Corporation A. However, the lack of its brand effect has made it less competitive during the rivalry with other corporations of the same kind and it still has a long way to go before it becomes the first-rate enterprise around the world. Therefore, to study the brand strategy planning of Corporation A is of great importance.Based on the theories of brand strategy planning, the dissertation applies macro-environmental analytic method, the analytic methods of industry competitiveness, the SWOT analytic mode of corporation's advantages to analyze the status quo of the brand development of Corporation A and implementation of related brand strategies, which result in a full demonstration of the weakness and problems and a clear thought of its brand strategy planning. Then according to the objectives of Corporation A and the entire railway industry, a brand target index mode of Corporation A is built based on the analysis of environment elements. With plenty of interviews and investigations, the figures of each index of the target index mode are calculated with analytic hierarchy process. To conclude form above results, Corporation A needs to pay full attention to innovation and opening up and corporation during its development under the background of The Belt and Road, which means the adjustment of business structure is needed. Therefore, Corporation A should speed up its pace in developing international market, strengthen the ability of overall contract and product industrialization to manage brand quality control. In the meantime, it should also try to improve its brand management system, brand maintenance system and put the performance evaluation system into practice. Finally, to grasp the great opportunity of The Belt and Road and realize the communication through transportation and the Going Out of Chinese Railway, Corporation A should also accelerate the training of oversea brand management personnel to carry forward oversea brand area under the "Name card of China"and "Chinese Railway". Considering these,the brand management and guarantee strategies are also suggested accordingly.The dissertation analyzed the brand planning of Corporation A under the Belt and Road background and pros and cons of the status quo of the brand development of the railway design corporations with brand strategy management theories. It also works out the brand strategy proposition by analytic hierarchy process, which provided a possible brand strategy planning and implementation blue print for Corporation A. It also comes up with solutions and corrective actions accordingly. The study has the value of reference for the corporations of the same kind to some extent.