Research On Brand Building Of Zhengzhou Security Service Company

As the security of the people live and works in peace, social security and stability is the foundation. Security industry is a modern security services industry, is the social security forces.In the past most of the time, China's security market is monopolized by the administrative law enforcement departments; business is not a market service in nature,but aided management. In 2010 the implementation of the "security service management regulations" , breaking the system and the situation, the domestic meets certain standards and qualifications of enterprises can enter the security services. At present, the country has reached more than 6,000 security companies, security guards more than 700 million people, the market size of more than 100 billion yuan. Security service industry as many enterprises, the number of broad, regional dispersion is its obvious characteristics,, and brand building has not yet been taken seriously. For the increasingly fierce security market, will guide the security companies from the service quality and service price competition gradually developed to brand building and market development.Zhengzhou Security Company is one of the earliest three security service companies in China. It mainly serves the party and government organs, enterprises, institutions and communities in Henan Province. Its regional influence is very good. Strong, but weak influence in the national market, and the "national first-class" brand objectives have a larger gap. Based on the theory of brand building and the actual situation of Zhengzhou Security Company,this paper finds out the shortcomings of Zhengzhou Security Company in brand building from the status quo of brand building. Then, from the political, economic, social and technological environment and competitor analysis and customer analysis to find out the opportunities and threats of the development of the company, from the company and their own analysis to find its advantages and disadvantages, and SWOT matrix analysis. On this basis, the market segment of Zhengzhou security, select the target market,a clear brand positioning of Zhengzhou Security Company, focusing on the development of Zhengzhou Security Company's brand building optimization strategy, including brand image design, brand communication and brand management strategy The Finally, put forward the implementation of brand strategy recommendations, including: to establish a full brand awareness, the establishment of a special brand building sector, set up a professional brand building team, the implementation of the company brand communication program and build high-quality service-oriented security team.Security industry market time is relatively short, brand building has just begun. The research of this paper has certain practical significance to the brand construction of Zhengzhou Security Company, and also has certain reference value to other security service enterprise brand building.