Research On The Developing Strategy Of Changchun Kelong Energy-Saving Cooperation

The energy conservation is playing the pivotal role in the rapid development of Chinese economy. At present, our country energy use condition is not optimistic.Generally speaking, the energy productive consumption variety is unitary; The energy region assignment is imbalanced; The energy use factor is low; The total quantity of energy's using is bigger, and the average per person quantity is insufficient.In the social terminal energy consumption, the construction consumption could occupy 20.7%. At the same time, according to the experience of developed country , the construction energy consumption is always generally occupy 30% - 40% of the social terminal energy consumption Therefore, the success or failure of construction energy-saving is related with the entire economical movement system energy conservationsuccess or failure.The construction energy-saving refers to the energy use in the construction. That is construction energy consumption. From the 90's, our country starts to study own energy conservation while profits from the experience of western developed country construction energy conservation.At present, our country construction energy conservation has many problems. The mainly is that the understanding of construction energy in all levels of governmentsis insufficiency, The legal preparation is not full,and we lack the corresponding economical encouragement policy; The present charge policy has hindered the development of construction energy saving.Along with our country the gradually implementation of the economy society, the construction energy saving already brings into line with the government control section's management scope. Owing this,millions and billions energy market and constructions energy-saving enterprise emergy. But these enterprise are all not well-known brands.The CHANGCHUN KELONG company established in 1996 , is the first specialized construction energy-saving company in Jilin Provincety .is engaged in keeps warm. During ten year in its development, its host camp service is the construction develops from initial period contracting for labor and materials with sells the construction sale enterprise by the large package construction which the material instruction pays equal attention to. In enable initial period, company on the one hand positive should to market capacitysmall challenge, on the one hand positively to construction energyconservation in entire society's promoted propaganda public welfare function.Along with the country to the construction energyconservation policy deepening and the request promotion, theconstruction energy conservation market experience by chaotically tothe relative order transformation, the construction energyconservation enterprise rose together simultaneously by past manyevolves the condition which strove for hegemony to the independentwarlords. The Changchun branch dragon company at present internal environment isnot is extremely advantageous to the market change. Mainly isenterprise's product aspect and so on structure, enterprise'sorganizational structure, enterprise labor force quality, enterpriseculture exists is short of. In the external environment, basicallyadapted the market demand, only used, the high attachment valueproduct in the development to enter still remaining in the question. Faces in the Changchun branch dragon company in exterior market, thecountry "十15" in the plan requests, the construction energyconservation must save 100 million tons coals. This mainly saves 70million tons from in the newly built construction energy conservation,also has the construction energy conservation transformation toconserve energy 30 million tons. In Jilin Province, in 2006 conservesenergy the floor space to occupy the total floor space 89.8%, alreadyhas the housing construction energy conservation transformation to2010 to have to achieve 30%, also has the public building energyconservation transformation to have to achieve 15%, like this had thenumber to in Jilin Province which 1 billion counted to constructconserves energy the market, could have the number in the nation tothe construction which 100 billion counted to conserve energy themarket. The so big construction conserves energy the market capacitysufficiently to accomplish some large-scale construction energyconservation enterprises. Although constructed conserves energy the market capacity to be huge,but the Changchun branch dragon company still had the multitudinousproblem. Must want to make the Changchun branch dragon company rapidlyto grow strong, after has compared the enterprise interior existenceprimary factor, I only the angle which molds from the brand elaboratethe Changchun branch dragon company's developmental strategy. It is well known, the brand raise is not the one day and one nightmatter. From this puts forward the brand strength concept. Theso-called brand strength is refers to the consumer the concept whichforms to some brand to purchase the policy-making influence thedegree. The brand strength basically has the brand commodity, thebrand culture, the brand dissemination and the brand extends thesefour aspects mental center to hold the small space in the consumer. Onif the brand commodity has the formidable commodity strength, sets upis helpful to the brand individuality brand culture, implements theeffective brand dissemination, carries on the correct brand to extend. Below according to above the theory which molds about the brand, theChangchun branch dragon energy conservation wall development limitedcompany in molds the brand aspect to be allowed to divide severalparts: Carries on widespread and the full and accurate market investigationand study, may use to adjust the questioning volume the way, whencarries on the face-to-face product, the service introduction askedthe volume provides. May use to bestow the present the way scene tocarry on fills in the back coupling, also may using the preferentialbenefit product way guarantee adjusts the questioning volume the rapidback coupling. In asked in the volume should include: Fills inperson's status (construction side, construction side, overseeingunit, designing department), the project scale, the outer wall heatpreservation procedure, the cooperation type, the need any typeservice, the need any quality product, the need any function product,has any type to the construction energy conservation understanding,through any way understanding construction energy conservationsituation and so on. Passes the inquiry volume the rapid backcoupling, reorganizes the corresponding crowd or the correspondingscale project characteristic, again the goal market which classifieswith the mind in carries on compares to, resets a target the market.According to corresponding goal market in mainstream demanddetermination corresponding product market localization. In each goalmarket, summarizes the product effect, the quality, the service whichthe user needs, again compares with national and the professionstandard, found balance point to carry on the product, the servicerevision. In the brand culture aspect, according to asked in the volume feedsback the information may manifest the user needs any type to theconstruction energy conservation understanding and the user theconstruction energy conservation enterprise. The media propagandadirection unifies these with the society in, determined the brand culture, approximately should be: The Changchun branch dragon maychoose the environmental protection, the energy conservation, thegreen expends, protects our homeland, protects us descendants' aspectto carry on molds own brand culture. From asked which main channels in the volume may obtain the user toobtain the construction energy conservation knowledge and the building energy conservation enterprise's information from, which channels butalso needs to obtain the related information from. According to theabove, may carry on the most widespread channel the propaganda, may bedifferent to the different goal crowd needs to carry on thecorresponding propaganda. Many makes it to understand the company thesituation, the technical level, the service standard, the priceheight.The technology, service,and product of CHANGCHUN KELONG energy-saving wall developing limited company's has a certain influence in the market of Jilin Province's energy-saving construction.The company uses the existing brand effect mentioned above to enter the other domains in construction energy-saving and the related domain. There are many other construction energy-saving ways or measurement of heat energy calorimeter.On the one hand these new technologies depend on their own innovation, or depends on study of other kind of new technology which can be see in each kind of conference, or may study the advanced management of other enterprises. In brief,The company may extend the brand influence the new related domain and grows in the new domain fastly .