Study On Brand Marketing Strategies Of Zhongding Group In Algeria

In recent years,Chinese construction contractors have been actively involved in global competition,and have achieved fruitful results under the influence of the government's "going out" and "One Belt And One Road" strategy.Africa is China's second largest overseas project contracting market,Algeria(hereinafter referred to as the "aguo"),one of the five countries in north Africa,is a traditional market of international engineering contracting in our country,is currently China's largest overseas project contracting market.Since the beginning of the new century,the social situation in Afghanistan has stabilized,infrastructure construction is imminent and the market potential is huge.Among them,a large number of Chinese construction contractors have been active,and they have joined the construction trend of the country.In the face of European competitors,Chinese enterprises have established themselves and performed well.According to the European media prediction,Algeria construction areas in the next few years will also keep high speed development,is still a multinational contracting enterprises compete for Algeria battlefield,Chinese companies can't see such a good market in western and other countries of the contractor's coffers.In this paper,by using the theory of international engineering contracting and engineering contracting market brand marketing theory to Algeria has carried on the comprehensive and systematic research,taking Zhonging Group in Algeria Branch as the research object,using the SWOT model analysis method of a in the Algerian market facing the internal resource advantage,disadvantage,and the external environment opportunity and risk analysis,establishing the Algerian market for the company brand marketing strategy,namely,by strengthening quality management,enhance scientific and technological innovation,to seek joint development,make the enterprise brand in Algeria occupies an important seat in the construction field.Based on the work practice of Zhongding Group,the author conducts an empirical analysis and comparative analysis to explore the advantages and problems of the company in the market of China.The author thinks that the brand,especially in cross-cultural international brand marketing is a hard and long-term work,not only requires the enterprise brand driven development values,still need to continue to strengthen the internal comprehensive management,to make the brand of "going out","going into","going up," in an impregnable position in the intense market competition.For Zhongding Group in Algeria 's shortcomings in the course of brand marketing,the author puts forward to strengthen quality management,enhance constructive suggestions in aspects of scientific and technological innovation,and put forward from t government support to accelerate Zhongding Group in the overseas brand marketing policy recommendations.It is hoped that we can help China's construction contractors in Afghanistan or China,so as to explore the experience of "going global".