1. Research on the implementation of brand strategy by enterprises【Abstract】With the development of the mainland market economy and the deepening of reform and opening up, enterprises in the mainland are facing more fierce competition and challenges. The competition of enterprises is not only the competition of product quality, service and information, but also the implementation of enterprise brand strategy is an inevitable choice for enterprises. This paper makes some brief analysis of the significance and role of corporate branding, brand strategy and the current situation of corporate brand strategy in mainland China. And put forward some countermeasures and suggestions for the implementation of brand strategy. 【Keywords】 brand brand strategy brand planning 1. Background and function of corporate brand formation 1. Background of corporate brand formation Since China has carried out economic reform and implemented economic development abroad, this huge market, which has one-fifth of the world's population, has aroused the interest of entrepreneurs in many advanced regions and have built their products in China
2. Set up a bridgehead. These foreign brands, with their unique substances, coupled with an overwhelming number of promotional activities, soon posed a serious threat to Chinese brand products. But from another perspective, the ultimate goal of China's economic reform is to establish a socialist market system, introduce competition, and inject vitality into enterprises. For enterprises, it is to survive and win in market competition. It is an irreversible fact that China has to evolve from a closed market dominated by sellers to a situation in which it has to face competition. When Comrade Deng Xiaoping inspected the south in 1992, he pointed out: "We should have our own fist products and create a famous brand in China, otherwise we will be bullied." "Chinese enterprises must promote a series of cultural and marketing system construction such as corporate image, corporate brand, and corporate strategy in a multi-faceted manner, and create a famous brand with Chinese characteristics. And this is also with the high quality of the entire national economy
3. The development is closely combined. 2. The role of the brand The role of the brand is first reflected in the fact that the brand has the function of identifying the goods, which is conducive to the participation of products in market competition and plays a guiding role in the purchase of goods by consumers. Secondly, the exclusive right to use a trademark protected by law will effectively curb the erosion of the product market of the enterprise by illegal competitors. Thirdly, a trademark with good goodwill is conducive to the entry of new products into the market. Finally, it is conducive to improving product quality and corporate image, and protecting the interests of consumers. Brand-name products have a stronger appeal to customers, which is conducive to increasing market share. For example, it is said that the brand of Nescafe is worth $8.5 billion, the brand of Budweiser beer in the United States is worth $10.2 billion, and the brand of Coca-Cola is worth $24.4 billion. If Coca-Cola were to lose all of its fortune overnight, it would be able to regain its power with a trademark alone. This is the "brand effect". In China, Hongtashan, Wuliangye, Haier, and Mengniu are mentioned
4. What kind of product will immediately come to mind, and these are only the names used as brand endorsements. It can be seen that the word brand is no longer used to refer to products or packaged goods, it is still a method of thought and the main business strategy of the enterprise. In fact, when people refer to the word brand, they usually think of the brand name, or the product or service of that well-known brand. Second, the strategic significance of corporate brand It is one thing to name a brand, but it is another thing to cultivate a brand. Enterprises have their own "brand", how to make it a well-known and recognized "brand", this is the problem that enterprises need to discuss. If an enterprise wants to have a brand that truly belongs to itself, it must do: first, in the eyes of customers, the brand is indeed unique, and customers are very beneficial; second, the brand is able to bring certain emotional or functional benefits to customers; The third is that brands can consistently deliver on their commitments. Worldwide famous
5. Coca-Cola once had a very loud advertising slogan: Enjoy it in the world! The success of Coca-Cola is very worthy of reference and learning for our domestic enterprises, and its successful product brand strategy. Coca-Cola's case experience shows that the correct brand decision-making, scientific brand design, and effective brand protection have a significant impact on the success of a business. 1. The definition of brand strategy The status and importance of brand strategy in the operation of enterprises are becoming increasingly prominent, brand strategy, as the name suggests, is the basis for enterprises to create, use and maintain the brand as the core, in the analysis and study of their own conditions and external environment
6. The overall action plan of the enterprise formulated on the basis. As an economic form, the brand is subject to certain socio-economic conditions. Therefore, the rapid rise of brand strategy in the operation and management of enterprises has its profound social and business background, and the development process of brand strategy also reflects the evolution of the market economy. In the early stage of commodity economy, the level of productivity is low, the characteristics of the seller's market are prominent, and the consumption behavior of consumers is simple, so there is no need to emphasize the external characteristics of products and services, so production and operation dominate enterprise management, and the degree of branding of products is low. The development of the buyer's market has triggered a consumer revolution, and the trend of enterprises and products requires the development of heterogeneous characteristics that can make consumers tempted in addition to product functions, and the cultural identity function of the brand can be highlighted, and the brand strategy has begun to emerge. Due to the iterative and uneven nature of market development, early brands were only basic tools for marketing, or even only at the level of marketing strategies. Even if the business goes into the old strategy
7. After operation, enterprise management still closely focuses on the four major elements of marketing: products, prices, regions, and promotions, and brand strategy and enterprise organization strategy, talent strategy, investment strategy, product strategy, technology strategy, transnational business strategy, etc., which have become one of the many strategic choices of enterprises. The development of modern productive forces has promoted the process of informatization of the market, the initiative of the market has been further transferred from the enterprise to the hands of consumers, the enterprise has become the second main body of the market, the efficiency of the market allocation of resources is more and more dependent on and depends on the degree of its own informatization, and the traditional management mode of the enterprise is facing severe challenges. 2. The significance of the implementation of brand strategy by enterprises generally has a brand strategy at the level of strategic business units or enterprises, the premise of which is either to have multiple product types or product varieties, or to launch new products, and whether to adopt the brand is the strategic consideration of the enterprise or strategic business department The main problems and countermeasures in the implementation of the enterprise brand strategy have their specific strategic significance. Common brand strategy components are:
8. Three types: product portfolio brand strategy, multi-brand strategy, and co-brand strategy. Among the brands in the product portfolio, it is worth mentioning that Vanke in the real estate industry has used brand names such as "Vanke City Garden", "Vanke Star Garden", "Vanke Zijinyuan" and "Vanke Plaza". This branding strategy is also known as a family branding strategy. In the multi-brand strategy, it is worth mentioning that P&G may use several brands for the same target market or a specific target market under the same product category, such as P&G's five different brands: Head & Shoulders, Rejoice, Pantene, Runyan, Sassoon, and Icalu. There are also co-branding strategies, such as Guangdong Midea and Toshiba jointly launched the "Midea Toshiba", and Mengniu and Youzhiyou Dairy jointly created the "Mengniu Youzhiyou Dairy Series" in Han. Generally speaking, there are four main goals of brand strategy: to expand the market by borrowing existing well-known brands, and to meet the needs of business diversification or brand management after mergers and acquisitions
9. Require, resist or participate in competition, market segmentation and redefine the operation mode of the industry. It is not easy to create and cultivate a brand, and it is even more difficult to build a well-known brand, and the investment in cultivating a brand is also expensive. Therefore, brand investment is often regarded as a long-term investment in enterprises, and cannot meet the needs of the company's short-term strategic goals. The existing well-known brands are easy to be accepted or recognized by consumers, which can meet the needs of the rapid expansion of the market of products, and can materialize the brand assets into real profits. For example, the early "Qindao Liebherr" was borrowed from the well-known brand of the German Liebherr company; Vanke Real Estate's nationwide expansion is to make great use of the well-known real estate brand of "Vanke City Garden". Diversification is one of the main choices for enterprises to become bigger and stronger, and when entering a new field, the consumers may be different from the original products
10. The brand is very different, and it may also be the main problem and countermeasure research in the implementation of the brand strategy of the same or similar enterprises, and the brand as an economic form is subject to certain social and economic conditions. Therefore, the rapid rise of brand strategy in the operation and management of enterprises has its profound social and business background, and the development process of brand strategy also reflects the evolution of the market economy. For example, TCL has rapidly promoted the development of TCL color TVs and mobile phones by virtue of the success of TCL phones. This brand strategy is more common in China, of course, the enterprise name plus the name of the product category is also a choice that can be considered; Outside the circle, the company will also re-brand. Sometimes some companies have to launch new brands to cope with the competition in order to resist competition, for example, in order to participate in the competition in the low-end market, the existing high-end air conditioning brands "Kelon" and "Rongsheng" are hit by the price, and Guangdong Kelon company launched the consumer product brand Combon in 2003 for the low-end market. In the brand strategy of segmenting the market and redefining the industry's action model, the shrewd Lenovo has to be mentioned. In 1992, Lenovo used the brand 1+1 to put forward the concept of "home computer" for the first time, dividing the original indistinguishable computer into "home" and "commercial", redefining the action mode of the behavioral market, and squeezing foreign brands out of the circle of "home computer".
Problems and countermeasures of current accounts of enterprises, problems and solutions of accounts receivable of construction projects
Abstract:Accounts receivable of engineering construction enterprises is the main component of the current assets of construction enterprises, and its generation has an important relationship with the characteristics of the construction market and the characteristics of the project, and is also affected by the internal operation of the enterprise. At present, there are many problems in the accounts receivable of construction enterprises, this paper is based on the accounts receivable of construction enterprises, and puts forward some corresponding measures by discussing the problems of accounts receivable of construction enterprises, hoping to help related enterprises and industries.
Keywords: accounts receivable, building, construction, engineering
The accounts receivable of the construction enterprise refer to the project price that has been settled and accepted by the project or settled according to the progress of the project and confirmed by the employer to be collected from the employer but not collected, including the amount receivable but not received for the provision of labor services. It can be said that in the modern business society, the generation of enterprise accounts receivable is a normal phenomenon, and it is also an inevitable choice to improve the operating income of enterprises, but accounts receivable need to be reasonably controlled, the amount of accounts receivable should not be too large, and the age should not be too long, otherwise it is easy to produce a greater risk of bad debts and affect the capital turnover of enterprises. At present, most of the construction units of the cash holdings are small, but the cash demand is very large, the construction industry arrears of the project payment phenomenon is more common, the need to strengthen the management of construction accounts receivable, to achieve the quality of income guarantee.
1. Problems in accounts receivable for construction projects
From the author's practice and the analysis of the overall situation of the current industry, the author believes that the accounts receivable problems of construction projects mainly include poor social credit, the growing balance of accounts receivable, and the poor management of accounts receivable.
First, poor social credit. Limited by the characteristics of the industry and the market, construction engineering enterprises have to use market credit to enhance the competitiveness of enterprises, so as to increase the income of enterprises, but because the current market economy system is not perfect enough, the integrity of enterprises, enterprise restraint mechanism and enterprise credit management are not sound enough, many enterprises face commercial fraud, malicious arrears, arrears and other phenomena. In addition, many employers have also suffered from poor management and losses, and are unable to pay the due amounts, which makes the accounts receivable of the construction enterprise suffer losses.
Second, the balance of accounts receivable of construction enterprises continues to grow. The characteristics of the production and operation of construction enterprises determine the inevitability of the existence of accounts receivable, because the construction project needs a certain period to be completed, and the basis of settlement is mainly the construction period and quality, which requires the construction enterprise to invest a lot of manpower, material resources and funds in advance. At the same time, with the increasingly fierce competition in the construction market, construction enterprises are facing unprecedented risks and challenges, and the balance of accounts receivable of construction projects has increased significantly. At present, the accounts receivable of many construction enterprises account for more than half of the working capital, which seriously affects the turnover of funds and the development of the next project.
Third, the basic management of accounts receivable within the construction enterprise is not effective. Because many construction enterprise leaders do not attach importance to management, many leaders tend to focus on business and ignore management, ignoring the recovery and management of accounts receivable, while the internal assessment and incentive mechanism construction is not linked to the recovery of accounts receivable, resulting in a substantial increase in accounts receivable. In addition, the enterprise is also prone to accounts receivable management responsibilities are not clear, the control is relatively weak, the signing of contracts and so on is not carefully reviewed, accounts receivable can not be accounted for in a timely manner, accounts receivable can not be effectively supervised and controlled.
Second, the adverse effects of excessive accounts receivable for construction projects
First, excessive accounts receivable are prone to inflated revenues and exaggerate operating results. Accounts receivable generally meet the conditions for revenue recognition, and accounts receivable with revenue recognition conditions should also be recognized as income and corresponding income, but some accounts receivable are easy to become bad debts, which makes the enterprise suffer financial losses and also affects the real income and income of the enterprise. The existence of a large number of accounts receivable inflats the book income of the enterprise, exaggerates the operating results of the enterprise, and actually increases the potential business risk of the enterprise, and at the same time, this inflated increase is also easy to cause the financial indicators of the enterprise to fail.
Second, it increases the probability of a crisis in the enterprise. The amount of accounts receivable of construction enterprises is too large, which makes it easy for a large amount of funds to be deposited in the settlement link, which slows down the turnover speed of funds and reduces the capital supply of enterprises. In order to maintain normal operation, enterprises must borrow to obtain funds, which is easy to increase the operating and financial costs of enterprises, resulting in a vicious circle of capital turnover of enterprises. In addition, if the enterprise is unable to pay the corresponding employee benefits and salaries in time, it is easy to lose talents, which also has a significant adverse impact on the operation of the enterprise, thereby increasing the probability of business crisis.
Third, increase the outflow of funds and other management costs of enterprises. If the accounts receivable meet the conditions for revenue recognition, it will increase the income and corresponding income of the enterprise, thereby increasing the business tax and income tax that the enterprise needs to pay, which increases the tax that the enterprise needs to pay in the current period and increases the cash outflow of the enterprise. The excessive accounts receivable also cause the accounts receivable of the enterprise to become complex, and it is inevitable that there will be problems such as accounting errors and poor management, and enterprises need to frequently account and collect in a timely manner, which increases the additional management costs and unnecessary risks of the enterprise.
3. Management measures to control accounts receivable of construction projects
In order to control its own accounts receivable, construction projects need to improve from many aspects, control before, during, and after the event, strengthen the risk management and daily management of accounts receivable, improve the quality and recovery speed of accounts receivable, and reduce unnecessary losses and costs.
(1) Before the project bidding, it is necessary to do a good job in the early warning management of accounts receivable and strengthen the feasibility study of the project
In order to do a good job in the management of accounts receivable for construction projects, construction enterprises need to strengthen the risk awareness of accounts receivable by management personnel, starting from project management personnel, department executives, ordinary employees, etc., and fully understand the risk of accounts receivable while doing a good job in project progress, quality and safety, and develop a comprehensive risk management awareness. Before contracting the project, the construction enterprise should have a comprehensive understanding of the credit of the project construction unit, the construction environment of the project, and the source of project risks, etc., and then decide whether to participate in the bidding, make clear and scientific decisions, and avoid falling into a bad investment environment. Once the company wins the bid, it also needs to strengthen the management of the contract. In general, to do a good job of early warning, the construction unit needs to pay attention to the construction unit's corporate credit, capital status, profitability, construction contract and other aspects.
When evaluating the enterprise credit of the construction unit, the construction unit may investigate whether the construction unit has defaulted on the construction enterprise's project payment in recent years, whether there have been sued cases and property mortgages, and whether the enterprise's solvency is within the allowable index. When investigating the financial situation of the construction unit, the construction unit can mainly analyze the proportion of its own funds and debt funds in the construction funds, whether there is a gap in the construction funds, the proportion of the funding gap, and the degree of guarantee of funds, so as to judge the economic strength of the construction unit. For the profitability of the construction unit, the construction unit should mainly pay attention to the operating performance, product market share and profitability of the construction unit in recent years, so as to examine the construction unit's ability to guarantee the continuous capital. For the construction contract, the construction unit needs to pay attention to the agreement on the allocation of project funds, the amount and duration of the advance, the liability for breach of contract, the repayment period of the final payment, and the retention ratio of the warranty money.
(2) In the implementation of the project, do a good job in the performance management of the construction contract, and strengthen the supervision of the project
In order to ensure the smooth completion of the project, reduce the deduction and arrears of the construction unit, and also reduce the unnecessary incremental work, the project unit needs to strengthen the performance supervision of the construction contract and the control of project additions.
First of all, it is necessary to ensure that the terms agreed in the contract are effectively implemented, so that the construction unit can strive for a favorable collection environment. The construction unit shall supervise the construction unit to fulfill the allocation commitment in a timely manner in accordance with the provisions of the contract, and at the same time supervise the construction of the enterprise in strict accordance with the provisions of the contract, so as to prevent problems with the construction period and quality due to its own reasons, so that the construction unit can not find an excuse to deduct the money and delay the collection time. In addition, the construction unit should coordinate the relationship between the two parties in a timely manner, create a good and harmonious environment for the performance of the contract, and promote the construction unit to actively perform the contract.
Secondly, the construction unit should strengthen the supervision of the additional items of the project. The project addition will involve the recovery and calculation of accounts receivable in the future, which is prone to disagreement. The construction unit shall analyze the treatment method of the additional items of the project according to the internal and external conditions. If the construction unit does not actively pay the original contract for the project and the problems and countermeasures of the current account of the enterprise, the construction unit should carefully evaluate the willingness and ability of the construction unit to perform the contract, and it is not suitable to undertake the new project. If the construction unit has the ability and willingness to pay for the completed project, and at the same time actively performs the contract, the construction unit can agree on the project pricing, settlement method, payment term, liability for breach of contract and other problems and countermeasures in the current accounts of the enterprise, so as to provide a basis for future settlement.
(3) After the implementation of the project, do a good job in the recovery and management of construction project funds, and do a good job in the post-management of accounts receivable
First of all, the construction unit should do a good job in the reconciliation and classification of accounts receivable. The reconciliation of accounts receivable needs to do a good job in the reconciliation of the general ledger and the sub-ledger, the sub-ledger and the departmental current account, and the reconciliation of the business department and the customer. The construction unit should set up a detailed account according to the construction unit, establish the corresponding auxiliary ledger, record the reasons for the accounts receivable and the details of the implementation of the contract in detail, etc., and the accounting personnel should prepare the corresponding accounts receivable details before the final accounts of the corresponding period, and submit it to the handling department for checking, and check it by the financial personnel and the other unit. If discrepancies are found during the check, it is necessary to identify the causes in a timely manner, implement the corresponding responsibilities, and deal with them in accordance with the corresponding procedures. The construction unit also needs to classify the accounts receivable at the same time, and register and make a register according to the nature of the debtor's unit, the period of arrears, the amount of arrears, and the degree of credit, so as to classify the debtors. By finding out the details of the accounts receivable of the enterprise, grasp the necessary collection information in a timely manner, and formulate corresponding collection measures.
Secondly, establish a sound incentive mechanism for the collection of accounts receivable. The recovery of accounts receivable is the ultimate goal of accounts receivable management, and the recovery form of accounts receivable can be in a variety of forms, and different arrears units can also take different recovery methods. The construction unit should have a basic understanding of the construction unit, classify the corresponding accounts receivable, track and rate at the same time, and formulate targeted accounts receivable recovery policies according to the characteristics of these receivables. The construction unit needs to improve the accounts receivable lifelong responsibility system, establish and improve the economic responsibility system combining responsibilities and rights, and set the responsibility for the project goals, not only to pay attention to the progress and quality of the project, but also to set the necessary indicators from the perspective of capital flow to control the project and enhance the project's attention to accounts receivable. For some unrecoverable accounts receivable, it is also necessary to use new tools and legal weapons in a timely manner to carry out debt restructuring and other ways to preserve accounts receivable.
Third, it is necessary to improve the aging analysis of accounts receivable and the system of accruing bad debts. The construction unit needs to prepare an aging analysis table for accounts receivable, and all accounts receivable should be compiled into the table when compiling, and the construction unit needs to analyze the period and increase and decrease dynamics of each accounts receivable according to the aging analysis table prepared, and reasonably estimate the opportunity cost and bad debt loss. Enterprises should pay attention to accounts receivable with a long account period, analyze them in detail, and adopt recovery policies in a timely manner. At the same time, the construction unit should reasonably estimate the corresponding bad debt loss, so as to be able to truly reflect the corresponding financial information. Enterprises should follow the principle of conservatism, reasonably estimate the possibility of bad debt losses, and actively establish a bad debt provision system. For accounts receivable with bad debts, the construction unit should deal with them in a timely manner and conduct detailed analysis to prevent long-term accounts from being inconsistent with the facts, resulting in distortion of accounting information.
In short, it is the norm for the construction unit to have more accounts receivable in the industry, but the construction unit needs to take scientific preventive measures, so that the construction unit can improve the quality of profitability on the premise of ensuring the improvement of market competitiveness. This paper discusses the accounts receivable of the construction unit, analyzes the existing accounts receivable of the construction unit, and puts forward some specific control measures, which has certain significance.
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(Author's Affiliation: Shaanxi Province Third Construction Engineering Company)