Research On Brand-building Planning Of H Construction Group Company

SMEs(Small and medium-sized enterprises)are the dominant force in several of the world's economies and form the backbone of wealth creation in many industrialized countries.But the life cycle of SMEs is short.With the development of "globalization" and "integration",small and medium-sized enterprises,especially construction enterprises,need to improve their competitiveness and prolong their life cycle through brand building.H construction group company,a comprehensive construction enterprise with 25 years of development,needs to speed up brand building in the face of the dilemma of family inheritance and fierce market competition.However,as a self-sufficient private enterprise,H construction group company is faced with business survival pressure and limited capital,and its brand construction lags behind that of the enterprise.There are the following problems: brand building consciousness is not strong;Brand positioning has limitations;Lack of long-term brand building plan;Brand needs to strengthen the inheritance;Insufficient investment in brand construction;Unreasonable talent structure;Insufficient organizational structure of brand building;Low brand recognition,low brand loyalty.According to the external macro environment,market environment and industry development trend,through comparative analysis of competitors and combined with its own advantages and disadvantages,it is suggested that H construction group company highlight its brand quality advantages and actively develop SO strategy suitable for the construction of the enterprise.Through case analysis,three stages of brand building planning are put forward.This in turn includes strengthening brand identification,enhancing brand value,and maintaining brand equity.The first stage of H Construction Group's brand-building planning is to strengthen brand identification.The core value of the brand is "create the future,realize the aspiration"."Sustainable development;People-oriented,excellent quality;Science and technology innovation,industry benchmark;"Globalization development" are the orientations;To rebuild the brand image through brand image communication and brand marketing strategy.On the basis of the first stage planning,the stage of enhancing brand value and maintaining brand equity will be realized.The implementation of brand planning is guaranteed through cultural construction,adjustment of organizational structure,increase of technical input,strengthen risk control.