The Study On Brand Image Building Of China Coal NO.71 Engineering Company Limited

Chinese construction companies have begun to pay attention to brands,but compared with foreign construction companies,there are still significant phase differences in the concept of brand awareness of construction companies in China.Therefore,with the gradual entry of foreign construction companies,domestic construction companies must now clearly establish the correct brand concept and build brands through effective strategies.Under the increasingly fierce competition in the construction market,state-owned construction companies have gradually focused on the shaping and promotion of corporate brand image in order to enhance their influence and visibility.This paper firstly combs the development status and branding of domestic construction enterprises,introduces the theory and characteristics of corporate brand image,and focuses on the formation,development,shaping and promotion of China Coal NO.71 Engineering Company Limited,and introduces the enterprises.Historical evolution,organizational structure,honor qualifications,development planning,etc.At the same time,combined with Keller’s brand association model and Biel’s brand image theory in brand image modeling theory,the status quo and problems of China Coal NO.71 Engineering Company Limited brand image are analyzed.Secondly,through expounding the brand positioning and brand recognition system design,it focuses on the brand image shaping strategy of China Coal NO.71 Engineering Company Limited,including: mining brand stories,establishing a monumental image,shaping dedication,highlighting the brand reputation,and highlighting the social responsibility of state-owned enterprises.In the specific analysis,combined with the IMC integrated marketing communication theory and relationship marketing theory in the corporate brand image communication theory,further explore the effective strategies of China Coal NO.71 Engineering Company Limited brand image communication,including: selecting the media,attaching importance to public relations,promoting brand technology and Brand engineering,participation in social welfare sponsorship activities,and promotion of the project’s full-cycle service concept.Finally,from the perspective of the implementation guarantee of brand image formation and dissemination,the system guarantee,organization guarantee and evaluation guarantee are analyzed.Through the refinement and summarization of the theory and specific practice of the above brand image shaping and dissemination,it can provide some reference for improving the brand influence of construction enterprises.