Henan Xuping Nan Expressway Co,Ltd Brand Building Research

The Nineteenth National Congress of the Communist Party of China put forward the goal of building a powerful transportation country,and constructed the "four beams and eight pillars" of the construction of a powerful transportation country.Highway has an important historical mission.Highway is not only an important component of transportation infrastructure,but also a reflection of social civilization and service level.It is also an important window to display the brand image of high-speed enterprises.Brand building is an effective measure to improve the service quality of Expressway enterprises.It is beneficial to increase the visibility of enterprises,enhance the core competitiveness of enterprises,and increase the sense of belonging of employees at home.This paper chooses Henan Xupingnan Expressway Co.,Ltd.as the research object.Firstly,it points out the problems existing in the brand building of Xupingnan Expressway;secondly,it uses PEST,Porter’s Five Forces Model and SWOT to analyze the internal and external environment of the brand building of Xupingnan Expressway;secondly,it puts forward the detailed scheme of the brand building of Xupingnan Expressway,including the goal,principle,train of thought and characteristics of the brand building.According to the brand connotation of "Warm Expressway and Impression Xu Pingnan",the paper points out the main contents of brand construction,including implementing brand development strategy,implementing performance appraisal mechanism,building scientific maintenance of quality projects,building a "three-in-one" service system,integrating civilized law enforcement and efficient management,and focusing on construction.Intelligent high-speed;Finally,four major safeguards for the implementation of the brand building program are put forward.Based on brand theory and around the goal of Xu Pingnan Expressway to build a first-class expressway management brand in China,this paper aims to use the brand of "Warm Expressway Impression Xu Pingnan" to drive enterprises forward and build a warm service post for the public by building a systematic brand.The brand construction scheme and safeguard measures proposed in this paper not only have reference value for the brand construction of Xu Pingnan Expressway in today’s environment,but also have strong reference significance for other similar Expressway enterprises to carry out brand construction in the same period.