Research On Brand Strategy Of Bintong Architectural Decoration Company

Since China's entry into WTO,the competition of Chinese enterprises under the environment of economic globalization has become increasingly fierce.From the early stage of product function competition to the comprehensive competition of service and enterprise culture,the competition pattern is more diversified and stereoscopic,that is,"brand competition".Paying attention to brand building and implementing brand strategy will be the only way for all enterprises to become bigger and stronger.Brand will become a strategic weapon for enterprises to win the market.The development of the construction industry led to the rapid development of building industry,building decoration industry in our country are mostly small and medium-sized private enterprises,managers and technical personnel are relatively weak,there are still many problems in the brand awareness and brand management,lagging behind the concept,development of the old brand is behind the times,the new brand building is not enough,the industry into the threshold low,on the one hand,causing the difficulties the homogenization of competition in the Red Sea the formation of industry market,on the other hand,enterprises lack of brand support,plagued the development of enterprises,the enterprise vitality is relatively short.Therefore,the enterprises should take effective measures,actively strengthen the research and construction of brand strategy,and set up the brand of enterprise self.In addition,the academic research on the brand of architectural decoration companies is relatively less,still in the preliminary exploration stage.Therefore,the study of the brand strategy of the bintong building decoration company can provide the direction for the development of the building decoration company.This paper reviews the brand and brand strategy theory,and combines the characteristics of the architectural decoration industry to build the brand strategy of the bintong building decoration company.It mainly includes three parts of brand planning(brand identification,brand positioning,brand culture),brand communication and brand expansion.The waterfront building decoration company brand strategy as the research object,expand the three major aspects of the analysis of the current situation of brand planning,brand through the company's brand strategy,brand implementation bin from the study,find out the coast through the company:the brand strategy and the existing problems,on this basis,using PEST model,Potter's five forces model to analyze the external environment of the company and the industry environment,and discusses the relevant countermeasure.The current situation analysis and problems of the brand strategy of bintong building decoration company are made,and some suggestions on the brand strategy of bintong company are put forward.