| Over the past 40 years of Reform and Opening up,the construction industry,as an important part of the national economy,has played an important role in improving social living conditions,stimulating urban and rural employment,and promoting social stability.At the same time,due to the extensive management for a long time,China’s construction industry is also an industry with relatively low barriers to entry and high degree of competition.With the development of the industry and the upgrading of social demand,the construction industry is becoming more refined and standardized.In order to occupy a dominant position in the competitive market environment,China’s construction industry has gradually changed from the traditional business model to the international mainstream general contracting model,that is,from simple construction to the integration of investment,construction and operation.Construction enterprises have implemented diversification and layout of the whole industry chain.The competition situation of the industry has gradually upgraded from the competition with price and quality as the core to the competition with brand as the core.As an investment platform company under a large central enterprise group,how to further improve the brand management,build a brand structure in line with the overall strategic development of the enterprise,and finally build the core competitiveness of the enterprise brand on the basis of full analysis of the internal and external environment and their own advantages and disadvantages are important topics for enterprise managers.This paper takes The Investment Company of The Eighth Bureau of C Group as the research object,introducing the present development status of the company,analyzing the implementation of the current brand strategy of the company,as well as the existing problems and reasons.Using the enterprise strategic management and the related theories of management,PEST and SWOT analysis method to analyze the company’s the macro environment,industry environment,the enterprise resources and enterprise capacity which brand strategy implementation has to face and to sum up the current situation,the company brand construction the external opportunity and challenge,as well as the internal strengths and weaknesses.On this basis,the adjustment scheme of the company’s brand strategy is formulated from five aspects,and the relevant safeguard measures are put forward from four aspects of management system,human resources,implementation funds and implementation mechanism,which is of great theoretical and practical significance for The Investment Company of The Eighth Bureau of C Group to improve the overall strength,give better play to the advantages of the enterprise,build core capabilities and achieve high-quality development during the "14th Five-year Plan". |
