Research On Brand Construction And Optimization Of Ecological Restoration Enterprises

In the early stage of China’s economic development,while the huge material wealth was created,the development of man and nature was unbalanced.Since the the 18 th National Congress of the CPC,the Central Committee with Comrade Xi Jinping at the core has made a major decision deployment,to incorporate ecological civilization into the Constitution through the constitutional amendment passed in March 2018 incorporated.Then The 20 th CPC National Congres offered to insist on protecting and system governing landscape,forest,farmland,lake,grass and sand.Under the background of national macro policy and people’s increasing demand for ecological environment,ecological restoration enterprises Ecological restoration enterprises emerged at the historic moment.Shanxi Province has received great attention because of serious natural resources problems,but the development trend of ecological restoration enterprises has been relatively poor in recent years.Chinese people always believe that "great wine is not afraid of the deep alley",but today’s society has entered the era of brand economy,brand has become a symbol of a country’s national economic strength,as well as a key element of sustainable development of enterprises,so do the ecological restoration enterprises.In this social context,through a large number of literature researches,this paper analyzes the concept of brand and related theories,and expounds the related concepts of ecological restoration,which provides a certain theoretical basis for the brand construction of ecological restoration industry.By means of questionnaire and case analysis,this paper studies the existing problems in brand building of enterprise A and puts forward feasible suggestions.Through the research,the paper has obtained the following results and understandings: Within the enterprise,the brand positioning of enterprise A is not clear,the brand building lacks systematic planning and effective integration with other departments;Outside the enterprise,the influence of competitors in the brand environment,the complexity of the ecological environment and other issues,lead to the development of the enterprise brand construction limited,facing severe challenges.In addition,In addition,in the process of project construction,the enterprise lacks brand development strategy and brand publicity,does not form a positive brand effect.In view of the existing problems of enterprise A,the paper analyzes the causes of brand building problems in detail,including the lack of brand building in enterprise strategy,unclear rights and responsibilities of enterprise brand management department,lack of outstanding brand management talents,poor awareness of intangible assets protection,lack of effective supervision and evaluation and other reasons.Aiming at the problems existing in the brand building of enterprise A,this paper tries to propose the brand building objectives and optimization of enterprise A.Enterprise A can Clear brand positioning,strengthen brand awareness;Establish brand development strategy and define brand objectives;Clear department responsibilities,increase employee identity;Make use of corporate culture to enhance corporate brand influence;Adopt a variety of publicity methods to promote the company’s brand image.It is also proposed that after the establishment of the brand of enterprise A,it is necessary to strengthen the brand optimization of the company,the brand management and brand maintenance strategies,so as to achieve the positive effect of enterprise brand construction.However,it is more important for enterprises to do a good job of their own products and services,only in this way can the company avoid the appearance of poor reputation and other problems.In addition,enterprises should strengthen the awareness of brand maintenance,do not miss any opportunity to publicize and promote the brand.Finally,this paper puts forward the safeguard measures of brand building optimization,including policy,financial,system,science,technology and human resources support.The research object of this paper is Company A,which has certain representativeness and theoretical significance.On the one hand,it can make the enterprise brand as the core competitiveness to drive economic interests,and enrich the theoretical research on the brand strategy of ecological restoration enterprises.On the other hand,it broadens the theoretical research scope of enterprise brand strategy,which makes it more significant in today’s world.