Construction And Transmission Of Brand Culture Of Construction Central Enterprises

During the past two decades,lots of construction industry enterprises subordinate to the central government(called "construction central enterprises" for short)rise sharply with great strength.Through status analysis,brand and cultural personality of construction central enterprises is found missing with increasingly obvious homogenization due to insufficient extraction of cultural characteristics.In general,the brand and cultural construction of construction central enterprises is still in an intial stage,and most enterprises' practical activities need theoretical conciousness and systematic direction.Academic study on the topic of the construction and transmission of the brand and cultural construction of construction central enterprises has important theoretical significance and distinct practical value.On the basis of a brief introduction of theorectcal studies both at home and abroad,and starting with related theories of brand connotation and enterprise culture,this paper conducts a deep analysis of specific cases of domestic well-know and typical construction central enterprises like CSCEC,CREC and CRCC.Applying scientific thought and cultural creativity,this paper discusses brand orientation,enterprise image design,visual identification system miantenance and conceptual culture planning,and puts forward proposals for comprehensive construction strategies.On the aspect of brand cultural transmission,it discusses the necesstity and importance of brand cultural transmission of construction central enterprises using western cultural transmission and interated marketing theory for reference.It conducts systematic analysis for brand transmission strategies from five aspects of "receiver of cultural transmission","contents and carrier of brand cultural transmission","brand cultural transmission integration","brand image management and maintenance"and "evaluation of cultural transmission".Through the above analysis,this paper concludes that the construction central enterprises should concise and manifest their respective cultrual features through brand and cultural construction in order to enhance differentiation and core competence;at the same time,it should promote popularity and reputation through cultural transmission in order to change the increasingly obvious homogenization and further improve their market share to achieve sound and rapid development.This paper,at the same time of theorectical study,pays more attention to the study and discussion of the two levels of practice and operation.It's hoped that this paper could offer certain practical reference for enterprise cultural construction and transmission.