交通建筑企业品牌建设研究

发布时间：2018-02-27 22:45

本文关键词： 交通建筑企业品牌塑造品牌运营　出处：《重庆交通大学》2009年硕士论文　论文类型：学位论文

【摘要】： 企业竞争力是企业战略管理研究的永恒主题。步入经济全球化时代,企业之间的竞争不再是产品之间的竞争而是品牌之间的竞争。随着我国建筑市场的逐渐规范,开放性竞争的加剧,中国交通建筑企业开始寻找或正在实践着各自的品牌经营之路。但现实中,由于历史因素的影响以及交通建筑企业自身的特点,我国交通建筑企业品牌塑造起步较晚,企业经营管理者对企业品牌建设没有给予足够的重视,品牌战略尚停留于蒙昧状态之中。一方面,当前大多数交通建筑企业决策者还普遍缺乏实施品牌战略的意识,未建立起有效的品牌管理架构;另一方面,少数知名度高、有实力的交通建筑企业,虽然具有发展品牌的意识,但缺乏清晰的品牌内涵和完整的品牌策略,不能熟练地整合运用各种传播手段来统一进行品牌推广,交通建筑企业品牌在消费者心目中的形象定位模糊,品牌的市场影响力度还比较薄弱。同时在学界,也由于缺少对交通建筑企业品牌理论统一的、权威性的认识,以至难以对操作层面的一系列具体问题做出准确的回答。本研究根据交通建筑企业的产品属于公共产品的特点,立足于交通建筑企业的社会责任,针对交通建筑企业的特点以及其产品的特殊性等,结合品牌建设相关理论和实际案例分析,从产业运营的角度,探寻交通建筑企业品牌塑造和运营的关键环节。包括交通建筑企业品牌塑造的基础研究,涉及交通建筑企业品牌概念、品牌价值、品牌化决策、品牌定位、品牌形象塑造等;以及交通建筑企业品牌运营的研究,涉及品牌融资经营、资产运营、品牌自我维护、品牌法律维护、和品牌危机管理等。通过以上研究,以期为交通建筑企业品牌建设提供一定的理论分析和实践参考,从而有助于提高我国交通建筑企业的核心竞争力。
[Abstract]:Enterprise competitiveness is the eternal theme of enterprise strategic management. In the era of economic globalization, the competition among enterprises is not the competition between products but the competition among brands. With the intensification of open competition, Chinese traffic construction enterprises begin to look for or are practicing their own brand management road. But in reality, due to the influence of historical factors and the characteristics of traffic construction enterprises, The brand shaping of transportation construction enterprises in our country started relatively late, the enterprise managers did not pay enough attention to the brand construction of enterprises, and the brand strategy remained in the state of obscurity. On the one hand, At present, most of the decision makers of transportation construction enterprises still lack the awareness of implementing brand strategy and have not established an effective brand management framework. On the other hand, a few transportation construction enterprises with high visibility and strength have not set up an effective brand management framework. Although has the consciousness to develop the brand, but lacks the clear brand connotation and the complete brand strategy, cannot integrate skillfully uses each kind of communication means to carry on the brand promotion uniformly, In the eyes of consumers, the brand of transportation construction enterprises has a vague image orientation, and the market influence of the brand is still relatively weak. At the same time, in academic circles, due to the lack of a unified and authoritative understanding of the brand theory of transportation construction enterprises, It is even difficult to make an accurate answer to a series of specific questions at the operational level. According to the characteristics of public products, the research is based on the social responsibility of traffic construction enterprises, aiming at the characteristics of traffic construction enterprises and the particularity of their products, etc. Combined with the theory of brand construction and practical case analysis, from the angle of industrial operation, this paper explores the key links of brand shaping and operation of transportation construction enterprises, including the basic research on brand shaping of transportation construction enterprises. Related to the transportation construction enterprise brand concept, brand value, brand decision, brand positioning, brand image shaping and so on; as well as the transportation construction enterprise brand operation research, involves the brand financing management, the asset operation, the brand self-maintenance, Through the above research, we hope to provide some theoretical analysis and practical reference for the brand construction of traffic construction enterprises, thus help to improve the core competitiveness of transportation construction enterprises in China.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.92

【参考文献】