Research On Brand Construction Strategy Of “Sponge City” By Minxi Group Company

While the process of urbanization has accelerated,the 'urban disease' is becoming more and more serious,accompanied by the shortage of water resources and uneven distribution.The sponge city service,a newly developed service,is brought to solve this problem.Since the central government identified the first batch of pilot areas,the sponge city service has rapidly and effectively implemented in Fengxi New City of Xi'xian New Area.For the Fengxi Group Ltd.,it has become the key issues,which are how to market services in other areas and how to strengthen the 'Fengxi sponge city' brand.This dissertation will provide some reference to solve this problem through systematic analysis and research.This article aims to provide more scientific and rational strategies and measures for 'Fengxi sponge city' brand building based on marketing and branding theory and a series of general analysis tools.Firstly,the shortages of 'Fengxi sponge city'brand building,such as conservative and inadequate investment,are found through investigating the development of Fengxi sponge city and its' brand construction.Then,the advantages and opportunities of Fengxi Group Ltd.and its' sponge city business unit are found out using PEST and SWOT analysis;the position of sponge city service in company's business units and its' suitable investment strategy are found out by using BCG matrix analysis;the correct competitive strategy and marketing strategy are matched through Porter' s competitive strategies and Ansoff Matrix analysis.;the importance of brand building is discovered at last.Finally,based on the above analysis,a clear brand position of 'Fengxi sponge city',which is let semi arid area cities a better life,is given;the new brand development strategy with a new brand name' sponge city next' is proposed from four core elements of branding;and four aspects of specific measures,which are 'strengthen the brand rights and interests protection,perfect brand VI design,build brand core value,strengthen brand communication',are provided for the successful implementation of this strategy.This paper points out the direction of the marketing and Branding of its' sponge city service through the business management analysis and research for the Feng Xi Group Ltd.,and effectively solves the problem of how to enter the market,how to compete with its' own strength,how to increase brand equity through a series of brand building.Meanwhile,it provides a valuable reference for the sponge city industry,its' participated enterprises and consumers.