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近年来,市场环境和舆论生态在新媒体的冲击下发生着深刻变化,品牌形象建设成为国有施工企业在转型发展中的战略性议题。2013年,国务院国资委下发了《关于加强中央企业品牌建设的指导意见》,以央企为代表的中国国有企业品牌建设进入了战略化、系统化和专业化轨道。目前,在建筑市场竞争日趋激烈、企业生存发展空间更加狭窄的新形势下,以企业文化为支撑,深入推进企业品牌形象建设,对于进一步提升企业发展软实力,实现国有施工
In recent years, the market environment and public opinion ecology have undergone profound changes under the impact of new media. The building of brand image has become a strategic issue in the transformation and development of state-owned construction enterprises. In 2013, the State-owned Assets Supervision and Administration Commission of the State Council issued the Guiding Opinion on Strengthening the Brand Building of Central Enterprises. The brand building of Chinese state-owned enterprises represented by central enterprises has entered a strategic, systematic and professional track. At present, with the increasingly fierce competition in the construction market and the narrower space for survival and development of enterprises, the corporate culture is the support to further promote the building of corporate brand image. This is of great significance to further enhancing the soft power of enterprises and realizing the state-owned construction