資源描述：
《一個建筑鋼結(jié)構(gòu)新貴品牌的攀升（rising of a new brand of building steel structure）》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在教育資源-天天文庫。
1、一個建筑鋼結(jié)構(gòu)新貴品牌的攀升（Risingofanewbrandofbuildingsteelstructure）BrandbuildingofenterpriseuniversitynetworkCFisabuildingsteelstructureenterprise.Buildingsteelstructure,istheuseofsteelstructuralmaterials"joint"building,suchashigh-risebuildings,guildhallsupermarket,factorybuildingsandsoon.Becauseitcov
2、erstheentireprocessofarchitecturaldesign,steelcomponentmanufacturing,installationandconstruction,soithasboththecharacteristicsofconstructionenterprisesandheavymanufacturingenterprises.However,duetohistoricalreasons,thesetwotypesofenterpriseshavealwaysgiventhestiff,old-fashioned,lackofvitalit
3、yfeeling,seemstobethebrandofthisfashionablewordsdonottop.Thesecompaniesdon'tthinktheydon'thavetodobrands,buttheydon'tknowhowtomakethem.AsthesteelstructureindustryupstartCFcompany,hasepoch-makingletthisindustry"fashion"asuccessfulintroductionandimplementationofbrandstrategy,andbenefit,achieve
4、salesdoubledup,letcompetitorsmarvel.ThesuccessfulcaseofCFcompanyhasgreatreferencefunctionforbuildingandindustrialenterprisestocarryoutbrandstrategy.Fivestatesanalysisofbrandstrategy1.EcologicalanalysisofconstructionindustrybrandThewholebuildingindustry,brandawarenessisrelativelyweak,exceptfo
5、rsomelargestate-ownedenterpriseswithsomepublicity"Chinapartialcharacteristics",smallandmediumenterprisesareina"hard"state.Thesteelstructureindustryatabroadhasahistoryofmorethan100years,iswidelyusedinthefieldofarchitecture,butinourcountry,reallybegantoriseinthelastcenturyor80s,farbetterthanth
6、etraditionalapplicationofconstructionindustry,therefore,thepublicawarenessandconcernarerelativelylow.Atthesametime,duetoitsnewnature,mostenterprisesfocusonthemanagement,lackofurgencytoimplementbrandstrategy.Results:CFcompany'sbrandstrategy,inshapingthecompany'sownbrandatthesametime,tofosterp
7、ublicknowledgeoftheindustry,improvetheindustryinfluence;twotodrivethesteelstructureindustrybrandawareness,andpromotetheindustrytoenhancethebrand,toachievea"rising"effect.2,steelindustrydevelopmentanalysisMarketsegmentation,technologymaturityandmark
