Current Situation And Countermeasure Analysis For The Brand Construction Of Zhongding International Construction Group

Since2000, Chinese government formally established "going out" strategy, more and more enterprises have carried out this strategy and "going out" through the ways of overseas project contracting, labor service cooperation, foreign investment and transnational M&A and so on. According to data published by the Ministry of Commerce, from2001to2011, the new signed contract amount and the accomplished turnover of Chinese International Contractors has increased by about30%in average. When those international contractors steamed ahead, we should be aware that, the international project contracting market competition has gradually transformed from price competition to brand competition. If the international contractor want to "going inside, going up", they have to go through a process of complicated international brand construction for sure.This paper starts its researche from the definition and the concept of brand, brand strategy, brand internationalization, analyze the current situation of the brand construction of Chinese international project contracting enterprises and its gap with the foreign companies, and takes Zhongding International Construction Group Co. Ltd as an example to analyse its brand construction development history, its success brand strategy and the existing problems. On the basis of the above analysis, the solutions and enterprise brand development path have put forward. This paper is divided into6chapters. Among them, the first chapter is an introduction; second chapter is an overview of the brand concept and the overseas brand construction for overseas engineering company; the third chapter is the present situation and evaluation of Zhongding Group overseas brand construction; the fourth chapter is the suggestions and measures for strengthen the overseas brand construction of Zhongding Group; the fifth chapter is the policy suggestions for promoting the overseas brand construction of Zhongding Group; the sixth chapter is the conclusion and prospect, proposed that the overseas contracting enterprises in the process of brand building, should raise the brand building to a strategic height, and combined with the enterprise qualification, the quality of the products, enterprise culture, human resources and other organic management system, suit the its detailed measures to local conditions and develop the strategy of brand development to a proper extent.The author believes that the brand construction, especially for the overseas engineering companies, is a hard and long work and a systematic and comprehensive system as well. This work, not only requires the enterprises to establish the brand drive development values, but also needs to strengthen the internal comprehensive management, to make the brand "going out","going in", and "going up", remain invincible in the fierce competition in the market. Aiming at the shortcomings of the current brand construction situation of Zhongding Group, the author puts forward constructive suggestions from9aspects of the actual operation level for the relative enterprise and policy suggestion for promoting the overseas brand building of Zhongding Group from the government supporting level. The research results will have the deep leading meaning and the value to the foreign economical enterprises, especially for the overseas engineering companies...