Research On The Brand Establishment And Guarantee Measures Of Company Z

China's rail transit industry has developed rapidly since 2008,by 2017,China already have 25 thousand of operation mileage,and have successfully mastered the most advanced technology of high-speed railways in the world which own independent intellectual property rights.The highspeed railway has already been a visiting card showing China to others.The age of economic globalization and competition internationalization has made the role of brand creation in manufacturing enterprises appears to be particularly prominent,which has important strategic significance for strengthening enterprise market competitiveness and sustainable developing of enterprise.It is very important for China's high-speed railway to implement the global strategy,to establish related brands of rail transit equipment industry with Chinese characteristics.As one of the three major suppliers of OCS products in high speed railway in China,Company Z has very high popularity in domestic market,but it does have a low profile in the international market due to the low brand international influence.The brand creation is still in its infancy and the system planning for branding is still not in place,although the company has recognized the importance of brand building to the further development.Therefore this paper has selected the topic of ‘Research on the brand establishment and guarantee measures of OCS products in the electrical railway of Company Z',this thesis take the brand establishment of OCS products in the electrical railway of Company Z as the research object,which manufacturing rail transit infrastructure equipment,and tend to conduct research on a basis of advanced academic theories that combined with the actual situation of the industry.First of all,the paper analyzes the development experience,operation status and resource capacities of Company Z;then comprehensively analyzes the macro-environment,microenvironment and market competitiveness of the Company Z's brand building,via adopting PEST analysis method,SWOT analysis method and Porter five-force model;and finally analyzes and summarizes the problems occupied in current situation about the brand construction.On this basis,this paper studies the brand creation scheme of the overhead contact system in Company Z,and also conduct a design research on its brand communication strategy,such as principles,channels,communication target and content,in the foundation of a clear brand strategy planning which specified the developing ideas,goal of development,brand positioning and core value as well.Moreover,this thesis constructs its brand management system and gives the supporting guarantee measures for the operation management of brand creation in order for ensuring the brand creation scheme processed normally,which will be expounded through five parts,such as leadership and team building,financing assurance,talents construction,culture and technology research and development,etc..Besides,the brand crisis management system of brand crisis is analyzed,including the causes,processing methods and preventive measures.This paper makes some valuable research on the brand creation of the overhead contact system in electrified railways,which not only contributes to the implementation of brand building of Company Z,but also advances the brand construction of overhead contact system in electrified railways in China,it provides a theoretical basis for similar enterprise to implement brand strategy.