The brand name is the part of the brand that can be expressed in language, such as “China Railway” and “Shanxi construction investment” Brand logo refers to the part of the brand that can be recognized but cannot be expressed directly in language, such as the logo of Shanxi construction investment and “shanxicig” For construction enterprises, the role of brand is mainly reflected in: first, it is conducive to participate in market competition, whether invited bidding or open bidding, and enterprises with higher popularity are more likely to be recognized by the bidding unit and win the bid; second, it is conducive to legal protection and can curb the erosion of illegal competitors without qualification to the enterprise’s market; third It is conducive to improving product quality and corporate image, avoiding homogeneous competition and unqualified product quality.
▌ 4 Brand building lacks international marketing.
With the continuous acceleration of China’s modernization, industrialization and urbanization, the competition among construction enterprises is not only the competition of hardware factors such as capital, technology and equipment, but also the competition of soft power such as brand, reputation and management.
The brand is used to identify the name, terminology, mark, symbol, design or combination of the enterprise, product or service.
At present, many construction enterprises are similar in business selection, regional layout, mode optimization and supporting measures.
Obviously, the construction industry has long become a pillar industry of China’s economic development, but the social understanding of the construction industry is more focused on “no entry threshold”, “advance construction” “Low profit margin”, “wage arrears to migrant workers”, “labor contracting team” This reflects the real situation of construction enterprises, such as low technology, low labor skills and backward management level.
For the parent company, each subsidiary is basically a smaller group, with only large and small scale and no brand difference.
According to incomplete statistics, there are about 70000 construction enterprises in China, but there are only more than 100 well-known enterprises.
With the acceleration of global economic integration, China’s construction industry is facing stronger international market competition pressure.
With the development of construction industrialization, general contracting and the integration of construction, investment and operation, higher requirements are put forward for construction enterprises, which urgently require construction enterprises to strengthen brand construction and improve management level and competition level two — The connotation and function of the brand of a construction enterprise.
▌ 2 Determine forward-looking brand development ideas (1) Shaping differentiated brand positioning at present, the phenomenon of homogeneous competition among China’s construction enterprises is serious.
is committed to “building a national leader in ancient architecture” That is, the differentiated brand positioning formed on the basis of analyzing the enterprise’s own market position, owner’s needs and competitors, can focus on the specialized market segmentation in the field of ancient architecture in the fierce market competition, plant the professional advantages of ancient architecture, and form the fist strength of brand construction by relying on the performance support of key ancient buildings such as Yongji stork tower, Fengyang Mingzhong capital and Ming Taiyuan ancient city (2) establish a systematic brand system, build a systematic brand building management and control system according to the functional positioning, regional layout and professional development of the parent company and subsidiaries at all levels, and straighten out brand marketing ideas from the overall situation..
Construction businesses with different historical backgrounds, different business capabilities and different development levels are grouped together.
(3) It is a long-term process to incorporate the enterprise brand building into the enterprise strategic development plan.
▌ 2 There is a lack of differentiated positioning in brand building, and the homogenization competition among construction enterprises is serious.
In order to ensure that the enterprise brand image is clearly distinguished from competitors, it is necessary to determine the brand positioning, so as to concentrate human, material and financial resources, carry out innovation and research around the brand positioning, and strengthen the enterprise characteristics.
(2) We should strengthen the corporate image, publicize all kinds of resources, and create a solid platform for brand promotion.
At present, many decision makers of construction enterprises generally lack the awareness of implementing brand building and do not realize the significance of brand for enterprise development.
We should make full use of the carrier such as enterprise website, WeChat official account, enterprise internal magazine, publicity brochure, cultural brochure, image promotion film, cultural exhibition hall, disseminating corporate culture and shaping corporate image to ensure brand publicity effect.
This requires us to actively go global, carry out transnational operations and participate in international market competition 。— four — How construction enterprises strengthen brand building ▌ 1 Establish strategic brand thinking, implement brand strategy, run brand construction through the enterprise business process and management process, carry out brand top-level design, and form a unified planning scheme from the aspects of logo design, visual identification promotion, image publicity and brand marketing by inviting third-party professional institutions.
At present, the brand building of many domestic construction enterprises is only limited Focusing on building the enterprise name as a brand and promoting the enterprise through news media, industry forum activities or on-site CI image design, there is no focus on market segmentation and lack of differentiated brand positioning.
It is necessary to formulate long-term planning objectives and paths, incorporate them into the enterprise strategic development plan, implement them year by year, and strengthen the feasibility, predictability and guidance of brand building.
At the same time, because the brand building of construction enterprises needs to invest a lot of time, financial and material resources, many construction enterprises can not see the long-term effect of brand, and do not raise the brand building to the strategic level Unwilling to make continuous investment.
There is a lack of substantive interaction between the parent company and subsidiaries and among subsidiaries.
Some subsidiaries have strong brand influence in some regions or specialties, even exceeding the brand influence of the parent company Some construction enterprises lack a systematic and relatively unified brand marketing system as a whole, resulting in vague brand impression.
(1) The unified enterprise visual identity system promotes the employees to jointly implement the brand strategy and create the business card through the unification of the brand logo, enterprise color, auxiliary visual elements and brand application system of the parent and subsidiary companies, and the publicity, implementation and application in the actual work.
The average international turnover of the top 10 Chinese enterprises on the list is 8 US $723 million, with an average international business accounting for 12.3%, while the average international turnover of the top 10 foreign enterprises in the list is US $17.492 billion, with an average international business accounting for 67.8%.
How to establish a brand, what kind of brand to establish and how to carry out brand marketing have become the key problems for construction enterprises to survive and develop in the fierce market competition one — Development background of the construction industry in recent years, the construction industry has developed rapidly.
In 2020, the output value of the construction industry was 26.4 trillion yuan, the number of employees was 53.669 million, and the added value of the construction industry accounted for nearly 7.2% of the national GDP.
Compared with construction enterprises in various countries, Chinese enterprises have a large gap in business volume, and the proportion of international business still needs to be improved.
For example, Shanxi first Construction Group Co., Ltd.
Brand building is that construction enterprises promote differentiated development, improve customer satisfaction, expand enterprise radiation, help enterprises obtain greater market share, richer profits and more reliable market image through a series of effective measures three — Current situation of brand building of construction enterprises ▌ 1 Brand building lacks strategic thinking.
It is composed of brand name and brand logo.
In brand publicity, how to create a product brand or a system brand has not been deeply explored.
▌ 3 The lack of systematic structure of brand building is affected by historical reasons.
Among the world’s top 250 largest international contractors in 2020, there are 74 enterprises on the list in mainland China, mainly in Africa and Asia, with a share of 61.9% and 43.3% respectively.