随着我国社会主义市场经济体制的逐步发展,随着买方市场的形成,企业开始进入了品牌竞争的时代。对企业而言,名牌产品是生产经营成果的结晶,企业实力的展现。精明的企业家深知,名牌产品就是企业的资本、旗帜和进入市场的通行证,具有巨大的无形价值,会给企业带来无穷的荣誉和财富。当今社会谁拥有名牌谁就拥有市场,谁就掌握了市场竞争的主动权。因而,追求名牌、创立名牌、培育名牌,就成为企业建设和发展的一项战略举措。 施工企业做为一般竞争性行业,面对激烈的市场竞争,实施名牌发展战略的意义也是显见的。社会公认,名牌建筑产品应出自名牌施工企业;名牌建筑产品是施工企业凝聚力、创造力、施工能力、科技和经济实力以及企业文化的综合体现。正因为如此,建设单位在选择施工企业时,首先看重的是 With the gradual development of China’s socialist market economic system, with the formation of the buyer’s market, companies have begun to enter the era of brand competition. For enterprises, brand-name products are the crystallization of production and operation results and the display of corporate strength. Smart entrepreneurs know that brand-name products are the company’s capital, flags, and access to the market. They have huge intangible value and will bring endless honor and wealth to the company. Whoever owns a famous brand in today’s society will have a market, who will have the initiative in market competition. Therefore, the pursuit of brand names, the establishment of famous brands, and the cultivation of famous brands have become a strategic measure for the construction and development of enterprises. As a general competitive industry, construction companies face the fierce market competition and the significance of implementing a brand-name development strategy is also evident. It is recognized by the society that brand-name building products should be from famous brand construction companies; brand-name building products are a comprehensive embodiment of the construction enterprise’s cohesion, creativity, construction capacity, technology and economic strength, and corporate culture. Because of this, when selecting a construction company, the construction unit first values ​​the