Research On The Brand Development Strategy Of Beijing Environmental Sanitation Group Co., Ltd

Under the market economy increasingly promoting and the international competition globalization, the modern enterprise is facing a rapidly changing environment. In such an environment, companies must have the ability to innovate to insure their unbeaten place in the fierce competition. And the effective brand development strategy with their own innovative brand is one of the decisive factors to avoid the homogenization of competition, create a blue ocean market and become a century-old company. In the real management world, each company will inevitably put the corporate brand development strategy with the product strategy, investment strategy, market strategy, talent strategy, organization strategy, technology strategy in the same important positions. Since the nineties of last century, the "brand development strategy" has become the most important strategy in the company as the capital, market and brand business model trinity gradually concentrate to the brand in the business areas.This paper designs to develop a series of practical process or standards of establishing the corporate brand strategy based on the studying of the domestic and foreign theory of brand management development strategy which hatched brand strategy management system. The system analyzes the organization environmental factors to determine the basis for brand strategy development, strategic goals and the steps to achieve the process and focus. At the same time, brand positioning, brand communication, brand evaluation, brand extension, brand strategy, brand innovation as the main content becomes the important support of the system. Finally, the implementation of the brand development strategy of risk management, safeguard measures and implementation methods is also planned.Meanwhile, this paper is based on the brand strategy study of Beijing Environment Sanitation Engineering Group Co., Ltd., building brand strategy management systems by summing up the company's success and bringing forward the recommendations for improvement and methods of the inadequacies. Beijing Environmental Sanitation Group is the largest and most powerful capital sanitation state-owned companies. Although this research is on the basis of the study of this company, it also has a certain practical and theoretical reference value for other companies for providing a basis of similar nature in the brand development strategy formulation and management.