Study On Establishment And Management Of Construction Enterprise Brand

The construction industry in China has been involved in the new age of brand competition. The marketing environment of the industry is undergoing considerable transformation. And the most important part is that the brand system of construction industry should be set up. More and more construction enterprises have paid attention to brand marketing. On the other hand, the present managers and scholars generally have some confused ideas about the theory in sphere of construction enterprise brand learning. When all is said and done, it is to be a long way between today and future. We have to confront the reality of the branding of construction industry, the challenge that we have never meet.The study in this paper is involved in establishment and management of construction enterprise brand. It is based on branding theory, and utilizing social science methods,such as document study and investigating analysis. The first step is to define the proposition "establishment and management of construction enterprise brand". It includes brand ideas, the constitute of construction enterprise brand, brand value,the administrative decision on brand name,the orientation of brand, brand image, brand property management, brand maintenance, and some other relative studies.By analyzing the contents above all, we can find out the features of construction enterprise brand, and the ways of managing the brand in construction enterprise in competitive market.