BRAND BUILDING OF CHINA'S COAL ENTERPRISE

The competition among the enterprises all over the world has turned form the particular or local competition in terms of product,price,technology and resource etc to the competition of comprehensive power featured by brand.The brand building is not only the effective way to transform into culture management based on scientific management and realize the strategic upgrading of management level,but also the prerequisite of enterprise's strategic expansion.Practice of many famous giant enterprises worldwide proves that brand support,strategic expansion,trail blazing with image and culture are the way to success.The paper starts form how to solve the problem of coal enterprise's development,discusses on the way to expand the enterprise and enhance the enterprise's reputation through combination,merger and reorganization etc.based on the enterprise's reputation through combination,merger and reorganization etc.based on the enterprise's advantages of technology,management and resources etc.