發(fā)布時(shí)間：2018-04-04 02:10

  本文選題：建筑加固　切入點(diǎn)：品牌建設(shè)　出處：《北京交通大學(xué)》2017年碩士論文

【摘要】：建筑加固產(chǎn)業(yè)蓬勃發(fā)展,但是仍然存在很多問題:準(zhǔn)入門檻低、建筑加固產(chǎn)業(yè)基礎(chǔ)薄弱,產(chǎn)業(yè)發(fā)展受到眾多因素制約。建筑加固企業(yè)要在激烈的競爭中有立足之地,必須依賴于良好的企業(yè)形象,良好的企業(yè)形象很大程度上要依賴于企業(yè)品牌的創(chuàng)立。如何塑造建筑加固企業(yè)品牌,怎樣使得合理的運(yùn)營品牌使其發(fā)揮應(yīng)有的作用,成為當(dāng)前建筑加固業(yè)急需思考的問題,同時(shí)對(duì)建筑加固企業(yè)進(jìn)行品牌建設(shè)研究也是整個(gè)產(chǎn)業(yè)實(shí)踐發(fā)展的需要。本文以建筑企業(yè)品牌建設(shè)為依托,以加固行業(yè)發(fā)展現(xiàn)狀和背景為基礎(chǔ),參考大量文獻(xiàn),緊密結(jié)合D建筑加固企業(yè)的發(fā)展現(xiàn)狀,通過SWOT分析法分析了 D建筑加固企業(yè)的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì),其中運(yùn)用波特五力分析體現(xiàn)了 D建筑加固公司的競爭情況。利用調(diào)查問卷法歸納現(xiàn)行企業(yè)在品牌建設(shè)上出現(xiàn)的問題,而規(guī)范分析法明確了企業(yè)的品牌建設(shè)在加固行業(yè)發(fā)展中的重要性。得出目前D建筑加固企業(yè)存在的品牌建設(shè)中的一系列問題。最后,結(jié)合調(diào)研和對(duì)企業(yè)甚至行業(yè)的分析結(jié)果,提出品牌建設(shè)建議及其實(shí)施的措施。本文通過以D建筑加固企業(yè)為例,說明了伴隨建筑行業(yè)的快速發(fā)展帶動(dòng)的新興建筑加固行業(yè)的邁進(jìn),企業(yè)間的競爭焦點(diǎn)已經(jīng)由價(jià)格競爭和質(zhì)量競爭逐步演變?yōu)榘蜗�、信譽(yù)、服務(wù)等綜合素質(zhì)的企業(yè)品牌的競爭;通過對(duì)D建筑加固企業(yè)的波特五力分析,對(duì)建筑加固行業(yè)的基本競爭態(tài)勢(shì)進(jìn)行了分析,探討了建筑加固企業(yè)實(shí)施品牌建設(shè)的必要性;最后結(jié)合建筑加固行業(yè)在品牌建設(shè)實(shí)施中存在的典型問題,對(duì)品牌建設(shè)進(jìn)行了探討,形成了以D建筑加固企業(yè)為主的品牌建設(shè)實(shí)施方案,為建筑加固企業(yè)的品牌建設(shè)管理提出了方法上的指導(dǎo)。本文通過對(duì)D建筑加固企業(yè)的品牌建設(shè)研究,對(duì)于提高企業(yè)管理者與工作者的品牌意識(shí)、規(guī)范市場行為、增強(qiáng)企業(yè)文化凝聚力具有重要意義。有利于提高企業(yè)綜合實(shí)力、培養(yǎng)核心競爭力,增強(qiáng)企業(yè)的經(jīng)濟(jì)效益。良好的品牌形象不但可以幫我們收獲更高的消費(fèi)者忠誠度,還能為企業(yè)取得更好的市場份額。在未來的建筑加固市場上良好的品牌必將更有利于搶占市場份額,使得企業(yè)做大做強(qiáng)。
[Abstract]:The construction reinforcement industry is booming, but there are still many problems: low entry threshold, weak foundation of building strengthening industry, and many factors restrict the industrial development.In order to have a foothold in the fierce competition, the construction and reinforcement enterprises must rely on the good corporate image, which to a large extent depends on the establishment of the enterprise brand.How to shape the brand of building strengthening enterprises and how to make the rational operation brand play its due role has become an urgent problem in the construction strengthening industry.At the same time, it is the need of the whole industry practice to carry on the brand construction research to the building strengthening enterprise.Based on the brand construction of construction enterprises, based on the status quo and background of the strengthening industry, and referring to a large number of documents, this paper analyzes the opportunities of the D building strengthening enterprises by SWOT analysis, which is closely combined with the development status of D building strengthening enterprises.Threats, strengths and weaknesses, in which the use of Porter five-force analysis reflects the D-building reinforcement company's competition.The problems of brand construction in current enterprises are summarized by questionnaire method, and the importance of brand building in the development of strengthening industry is clarified by the normative analysis method.A series of problems in brand construction of D building reinforcement enterprises are obtained.Finally, combined with the research and the analysis of the enterprise and even the industry, the paper puts forward the suggestions of brand construction and its implementation measures.Taking D building reinforcement enterprise as an example, this paper shows that with the rapid development of construction industry, the competition focus among enterprises has gradually evolved from price competition and quality competition to include image and credibility.Through the analysis of Porter's five forces of D building strengthening enterprises, the basic competitive situation of building strengthening industry is analyzed, and the necessity of building strengthening enterprises to carry out brand construction is discussed.Finally, combined with the typical problems existing in the brand construction implementation of the building strengthening industry, this paper discusses the brand construction, and forms a brand building implementation plan, which is based on the D building strengthening enterprises.It provides the method guidance for the brand construction management of the building strengthening enterprise.This paper studies the brand construction of D building strengthening enterprises, which is of great significance to improve the brand awareness of managers and workers, standardize market behavior and enhance corporate cultural cohesion.It helps to improve the comprehensive strength of enterprises, cultivate core competitiveness, and enhance the economic benefits of enterprises.Good brand image can not only help us gain higher consumer loyalty, but also obtain better market share for enterprises.A good brand in the future building strengthening market will help to seize market share and make enterprises bigger and stronger.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F426.92

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