Research On Brand Building Of ZS Company

Since the reform and opening up,as one of the country’s pillar industries,the construction industry has made important contributions to national economic development,social stability and development,and solving employment needs,and has become one of the main drivers of economic growth.However,with the continuous improvement of the market system,the global integration of the global economy,the implementation of China’s accession to the World Trade Organization and the "Belt and Road" national strategy,Chinese construction companies that have experienced extensive development for decades have gradually realized that under the macro background of the increasingly saturated domestic construction market,intensified industry competition,and China’s "going out" strategy,the future competition will belong to brand competition.Only the well-known construction companies in the country and even the world will be established and their brands will be established,can we stand out in the market situation of "more gluttonous rice,and obtain more long-term development.But at present,the decision-makers and leaders of most large and medium-sized construction companies are ambiguous or even absent in the implementation of brand building.The highly homogenized development makes the enterprises become uncharacteristic and submerged in the disputed market of construction companies.The influence is still relatively weak.At the same time,although some large and medium-sized construction enterprises that enjoy fame,reputation,and solid strength have a certain sense of brand building,they have not formed a systematic,comprehensive,and clear brand construction plan within the company,and construction methods have not yet reached the effective useful level.This article takes the relevant theories of brand building as the benchmark,takes the brand construction of construction companies as its support,refers to a large number of documents and theoretical books,and based on the investigation and research,considers why the ZS company has to carry out brand building,such as recognition from the market and customers,knowledge and support of corporate strategy,competitive landscape which were analyzed and elaborated in detail.In view of the status quo of brand construction of large and medium-sized construction enterprises ZS,the problems of brand positioning,brand image ambiguity and lack of brand communication management of ZS were summarized,and the causes of the problems were analyzed.Use the brand positioning,brand image,brand communication and other brand building theory for ZS company brand positioning,brand image modeling,brand communication strategy formulation.Finally,from the five aspects of improving the brand building awareness and adjusting the organizational structure,we put forward the safeguard measures to strengthen the brand construction of ZS.The brand building plan and safeguard measures proposed in this paper not only have certain reference value for ZS company to carry out brand construction in the current era,but also the research results of this paper also have the ability to carry out brand building for other similar large and medium-sized construction enterprises under the current background for reference.