Brand Management Of The Building Materials Market In China's Investment System Study

In recent years, with rapid development of economic in china and boom of real estate industry, the markets of building materials show great development potential. A lot of famous international brands of building materials join in and bring vital force and energy to native markets of building materials, but also means more opportunities and challenge to native markets. In drastically competition of native markets of building materials, the competition of price and resource would turn to the competition of brand.Object of this study is merchant system market of building materials which is one form of native markets of building materials. Emphasis of this study is brand management of merchant system market of building materials.First of all, this study analyzes the importance of brand management to merchant system market of building materials. Secondly, the study analyzes the developing stages and each function of stage of merchant system markets(main function including booth rental,market management,value-added services); the various functions having a great impact on brand management. Thirdly, the study introduces the actuality and causation about brand management of merchant system market of building materials. As an example of market of building materials which is named A,the actuality of brand management and each stage function are analyzed. Fourthly, correlative guideline and analysis tools are inducted and brand management strategies (such as brand building,brand communication,brand management measure ) are suggested. Optimizing the functions of each stage of merchant system market of building materials can accelerate brand building and strengthen brand communication. Also give A as the example, combining with the feasible path of brand management of merchant system market of building materials, the optimization and advice of A is established.Innovations of this study as below: according to the level of service, merchant system market of building materials will be divided into booth rental stage, market management stage and value-added services stage; the way to optimize the various stages of the main functions can promote the brand-building, strengthen brand communication, and eventually realize brand management.