中经融玺
建筑行业的革新之路
背景：
“一带一路”辐射范围涵盖东盟、南亚、西亚、中亚、北非和欧洲，总人口约46亿（约全球2/3），GDP总量达20万亿美元（约全球1/3）。初步估计，未来十年中国对“一带一路”地区的出口占比有望提升至1/3左右，中国在“一带一路”上的总投资有望达到5万亿美元。据测算未来十年每年亚洲基础设施的投资资金规模约8000亿美元，建筑行业市场空间巨大；国内基建投资将继续维持高位，内外互补需求旺盛。今后几年，城镇化建设、农村建设、铁路建设、机场建设等将为建筑业的发展打开广阔的空间。
Background:
The Belt and Road "radiation covering ASEAN, South Asia, West Asia, Central Asia, North Africa and Europe, a total population of about 4 billion 600 million (about global 2/3), the total GDP reached $20 trillion (about 1/3). Preliminary estimates, the next ten years Chinese of The Belt and Road area export proportion is expected to increase to about 1/3, a total investment of China in "The Belt and Road" is expected to reach $5 trillion. It is estimated that the next ten years the annual Asian infrastructure investment funds of about $800 billion, a huge market space in the construction industry, domestic infrastructure investment will continue to maintain a high level, strong internal and external demand. In the next few years, the construction of urbanization, rural construction, railway construction, airport construction and so on will open up a broad space for the development of the construction industry.
洞见：
2015年是建筑业产能过剩的起点，2016年或许会出现建筑业产能过剩的加速。中国建筑业下行是一种必然，企业需调整心态，从过去的高增长惯性中走出来，从机会主义的心态中走出来，从薄积薄发的思维中走出来。行业总体市场需求减少、企业之间市场竞争更加激烈、市场萎缩逐步显现建筑业产能过剩等，这些都困扰着建筑企业和建筑从业人员。
Insight:
2015 is the starting point for the construction industry overcapacity, 2016 may appear to accelerate the construction industry overcapacity. Chinese construction industry down is a necessity, the enterprise needs to adjust the mentality, from the high growth momentum of the past, come out from the opportunism of mind, from the thin and thin hair thinking out. Industry overall market demand, market competition among enterprises is more intense, the market is gradually shrinking the construction industry overcapacity, which are plagued by construction companies and construction practitioners.
解决：
名称中正大气，格调非凡，中字头名称体现出企业雄厚的实力，中经融玺作为建筑集团公司名称尤为适合，“融”即 融合，面面俱全，多方面合作、多方向发展，用字巧妙。名称一方面传递企业发展了“新概念，新方向”多行业发展 共赢；另一层面体现企业了“全方位一体化”综合发展能力。“玺”喻指珍贵，宝贵。寓意企业品牌形象为独一无二，将为行业中的标杆。能够快速占据目标消费者的心智资源，易于识别与认知，与竞争品牌区隔明显，易于品牌知名度和美誉度的快速形成。
Solution:
Name is the atmosphere, style extraordinary, prefix name reflects the strong enterprise strength, the financial seal as the name of the construction company is particularly suitable for, "melt" fusion, face to face and taste, cooperation and multi direction words skillfully. Name on the one hand, the transfer of enterprises to develop a new concept, the new direction of multi industry development and win-win; on the other hand reflects the enterprise a comprehensive development capabilities. "Seal" means the precious, precious. Moral enterprise brand image as a unique, will be the benchmark for the industry. Can quickly occupy the mental resources of target consumers, easy to recognize, and brand competition area clearly separated and easy to the rapid formation of brand awareness and reputation.
