Research On The Brand Strategy Of Building Waterproofing Enterprises

The development of waterproofing in China's construction industry has a long history,and has made great achievements in its long-term development process.In addition,in the process of development of construction industry in China,even the level of technology has surpassed that of developed countries.But since the Opium War,our country's science and technology level lags behind because of the corruption of the Qing government and the closeness of the country.Therefore,the development of waterproofing technology in our country must be based on the history and reality,as well as the development of economic and social environment,and reorient the direction of future development.Since the 1980 s,new types of building waterproofing materials in China have developed rapidly.At that time,the main building materials were asphalt and bituminous modified waterproof rolls,synthetic polymer waterproof rolls,etc.,which had formed a variety of coils,paints,and so on.Various levels of material systems.KL Company is a waterproofing material research and development,production and sales of waterproofing material production enterprises,this paper based on the actual situation of KL Company,Through the analysis of KL company's waterproof material brand matrix combined with the business development and material characteristics of KL Company,the brand strategy positioning and promotion are established.By analyzing the advantages and disadvantages of SWOT in KL Company under the external environment such as competitors and combined with the current situation of the industry,the corresponding countermeasures under various combinations are put forward.This paper focuses on the brand image,brand channel,brand communication,brand extension and other aspects to analyze the current situation of KL company's brand strategy.Finally,based on the aforementioned business strategy,combined with the actual situation of KL company,it proposes new customer expansion.In the face of the fierce market competition,KL Company should conform to the trend of the times,take visible honesty as the goal,and actively integrate into the Internet economy.Take the market demand as the direction,through the actual optimization product quality,helps the customer spot supervision experience,utilizes own superiority implements the differentiation competition,optimizes the product marketing strategy,promotes the camp Sales ability and other measures to achieve breakthrough or even reverse the inferiority of the new brand,to do national high-end projects,to create a first-line brand.