Brand Strategy CZ Road Transport Corporation

Since highway transportation industry has been on the way of marketization, the competition between highway passenger transport enterprises is growing. To study and formulate a scientific and suitable brand strategy is good for highway passenger traffic enterprise to handle the relationship between long-term and short-term interests correctly, then the economic efficiency and competition strength enhances stably. CZ Highway Transport Group has explored for company sustainable development strategies for many years, and built some brands such as "Three Hearts" Service and "Changzhou Express Coach". Though these are good, the effect is not obvious. As the competitiveness of highway transportation industry is declining in the recent years, the way to develop company depending on the brand strategy has become a necessary measure to help enterprise to tone up market competition. Producing a professional brand strategy is a way out for highway passenger traffic enterprise to maintain the dominant position in the long-term competition of highway transportation industry. Successful brand cases of domestic and international road passenger transport enterprises have already showed that.This article is based on the reality of CZ Highway Transport Group, in addition to describes the overall thinking and goal, it analyses the brand strategy environment and current situation, and considers the positioning and choice of brand strategy by the way of using the related theory and empirical analysis. It is aim to make CZ Highway Transport Group different from others in the market competition by building appropriate brand strategy in light of actual conditions of the company. At the same time, drawing on the experience of successful brands building of domestic and international road passenger transport enterprises, it proposes "one with some supporting elements" endorsement brand, focusing on building leading brands, endorsing brands and integrating resources. Taking promotion and connotation of the brand as key point to improve the overall vitality. This research for the overall development of CZ Highway Transport Group, long-term, fundamental to the commissioner also has major significance. It provides references on the company stable economic growth, establishes service brand strategy of the highway transportation enterprises in our country effectively to promote the sound development of the highway transportation industry.