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| Discussion Main Methods of Brand Implantation in Railway Survey and Design Enterprises |
| LIU Zhan-you |
| The Third Survey and Design Institute of China Railway, Tianjin 300251, China |
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Abstract Research purposes: By discussion and analysis on brand implantation of railway survey and design enterprises, this paper explores the main methods on upgrade of enterprise permanent core competition by good brand implantation.
Research methods: Using strategic management theory marketing theory and enterprise cultural shaping theory in modern enterprise management for reference, and combining the developing stage and environment of railway survey and design enterprises in China, this paper analyzes the significance of upgrading enterprise core competition by brand implantation and puts forward several methods to realize the goal of brand implantation.
Research results: After analysis and study this paper considers there are 6 main methods to promote the brand implantation of railway survey and design enterprises, namely target market plan, brand orientation, core value abstraction of brand visual identification construction enterprise cultural environment building and exterior communication.
Research conclusions: An outstanding brand is the organic integrity of public impression and internal connotation. Once possessing a strong brand, the enterprise will hold the imitative and take the leadership in the market Because of the important strategic function and the systematicness and complexity on brand implantation in railway survey and design enterprises it should be built solidly as a systematic engineering in upgrading comprehensive strength for one enterprise.
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Received: 21 September 2006
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2006, Vol. 23 
