| Kunming New Airport Expressway Construction and Development Limited Corporation(hereinafter abbreviated to Kunming New Airport Expressway Company)is a subsidiary corporation of Shandong High Speed Yunnan Development Limited Company.Kunming New Airport Expressway Company is in fields of expressway construction and operations management,operating management of expressway ancillary facilities and parking lots,and real estate development business.In recent years,taking advantages of geographical location,Kunming New Airport Expressway Company actively expands new businesses with resources superiority integrated,but,its brand influence still faces some challenges because of single service mode and impacts from other new highways,which results in lower social and economic benefits.Given that,the paper aims to study strategies of promoting brand influence of Kunming New Airport Expressway Company.Firstly,the paper will introduce the establishment of brand influence assessment index system of Kunming New Airport Expressway Company.On the basis of brand influence theory,the author considers the real condition of Kunming New Airport Expressway Company,appropriately selects brand influence elements of expressway operation and management companies,audits relevant indicators by expert scoring method and establishes the brand influence assessment index system.Secondly,the paper will introduce the models of brand influence assessment index system of Kunming New Airport Expressway Company under ideal condition by analytic hierarchy process and fuzzy evaluation method.Thirdly,the paper makes qualitative and quantitative evaluation on brand influence of Kunming New Airport Expressway Company by establishing SWOT---CLPV analyzing model through analytic hierarchy process,PEST analytical method and SWOT analytical method.And the author finds that brand influence of Kunming New Airport Expressway Company faces the challenges of obscure character,blurring cultural styles,a lack of brand extension,as well as low market share,popularity,reputation,loyalty,service and public relation ability.The main reasons include a lack of brand operation assessment system,low degree of brand recognition,not adjusting development model in time and not establishing the service system which adapts to its own development.Finally,the paper puts forward some suggestions to deal with the above challenges.The company can focus on loyal customers to improve its brand communication,enhance brand public ability to promote its image,and boost brand popularity and reputation to increase market share.The company should also diversify its development models to expand brand market and emphasize brand promotion strategies to build brand personality and to enrich brand culture.In conclusion,the paper aims to provide intelligence support for brand influence of Kunming New Airport Expressway Company and to provide practical experience for some companies. |
PDF Full Text Request