Research On The Optimization Of Brand Management Strategy Of Yunnan JT Group

With the transformation and upgrading of the national economy,the construction industry,as a resource-intensive industry,needs to take more active reform measures to improve its own resource utilization rate and achieve refined management.At the same time,in the face of increasingly fierce market competition,companies rely solely on Production capacity,without focusing on brand building,is difficult to establish a unique competitive advantage among homogeneous brands.Under the guidance of the country’s 13 th Five-Year Plan,construction companies began to carry out supply-side reforms.Each company gradually got rid of path dependence,reversed the previous inherent thinking,and turned the original inefficient and extensive management to a specialized and refined Management,so as to realize the double-sided improvement of benefits and efficiency.Regardless of the macro environment or the industry environment,the external environment faced by construction companies has many risks and challenges.However,business operators need to be aware of the coexistence of risks and benefits,as well as the coexistence of challenges and opportunities,and companies need to work in a severe external environment,to form its own core competitiveness and transform external challenges into internal development motives.For construction companies,considering the standardization of current industry standards and the popularization of advanced technologies,companies need to review their own advantages and spread them through their brands.Brands are now playing the key to enhancing corporate awareness and reputation effect.As far as Yunnan JT Group is concerned,it is located at Yunnan Province,which has an advantageous geographical location.It has rich experience in construction and strong talents.The company also has a certain reputation in the local market.With the "One Belt,One Road" and "Beautiful Yunnan" strategies proposed,companies need to make full use of their own resource advantages to open three markets within the province,outside the province,and overseas to truly build a brand reputation.Therefore,how to build a unique brand image,expand the attractiveness of the enterprise,and realize the growth of economic and social benefits has important practical significance for the group.This article firstly through literature reading,collated and summarized the relevant research on brand management by domestic and foreign scholars,found the deficiencies of existing research,and determined the research theme of this article,that is,to explore the brand management strategy of Yunnan JT Group.In addition,this article selects brand competitiveness theory,brand positioning theory,brand communication theory and brand relationship theory as the theoretical basis of this article.Secondly,this article takes Yunnan JT Group as the research object,and through data analysis,has grasped the basic situation of the group,including brand concept,brand strategy,etc.Afterwards,using the PEST method,Porter’s five forces model and SWOT analysis method,the group was analyzed the macro environment,industry situation and its own actual situation,and had a preliminary understanding of the group’s brand management status.Next,this article uses questionnaire surveys method to understand the basic situation of the group’s internal and external brand management strategies,and summarizes the group’s existing problems,such as insufficient brand positioning,insufficient brand management systems,and inadequate brand promotion.In place,the brand organization is not strong enough,etc.Finally,based on the optimization principles,objectives and ideas of brand management strategy,this article determines the group’s brand management strategy optimization plan,including(1)clarifying the group’s target market and accurately positioning the group brand;(2)optimizing the brand management system and improving brand management Efficiency;(3)Integrate brand promotion strategies and expand brand awareness;(4)Implement brand maintenance strategies and strengthen brand organization guarantees.On the one hand,the research has enriched the brand management research of construction companies and made up for the deficiencies of existing research.On the other hand,it can help companies optimize brand management strategies,form unique brand competitiveness,and enhance corporate economic benefits.