本文關(guān)鍵詞： 交通建筑企業(yè) 品牌塑造 品牌運(yùn)營(yíng)　出處：《重慶交通大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 企業(yè)競(jìng)爭(zhēng)力是企業(yè)戰(zhàn)略管理研究的永恒主題。步入經(jīng)濟(jì)全球化時(shí)代,企業(yè)之間的競(jìng)爭(zhēng)不再是產(chǎn)品之間的競(jìng)爭(zhēng)而是品牌之間的競(jìng)爭(zhēng)。隨著我國(guó)建筑市場(chǎng)的逐漸規(guī)范,開放性競(jìng)爭(zhēng)的加劇,中國(guó)交通建筑企業(yè)開始尋找或正在實(shí)踐著各自的品牌經(jīng)營(yíng)之路。但現(xiàn)實(shí)中,由于歷史因素的影響以及交通建筑企業(yè)自身的特點(diǎn),我國(guó)交通建筑企業(yè)品牌塑造起步較晚,企業(yè)經(jīng)營(yíng)管理者對(duì)企業(yè)品牌建設(shè)沒有給予足夠的重視,品牌戰(zhàn)略尚停留于蒙昧狀態(tài)之中。一方面,當(dāng)前大多數(shù)交通建筑企業(yè)決策者還普遍缺乏實(shí)施品牌戰(zhàn)略的意識(shí),未建立起有效的品牌管理架構(gòu);另一方面,少數(shù)知名度高、有實(shí)力的交通建筑企業(yè),雖然具有發(fā)展品牌的意識(shí),但缺乏清晰的品牌內(nèi)涵和完整的品牌策略,不能熟練地整合運(yùn)用各種傳播手段來統(tǒng)一進(jìn)行品牌推廣,交通建筑企業(yè)品牌在消費(fèi)者心目中的形象定位模糊,品牌的市場(chǎng)影響力度還比較薄弱。同時(shí)在學(xué)界,也由于缺少對(duì)交通建筑企業(yè)品牌理論統(tǒng)一的、權(quán)威性的認(rèn)識(shí),以至難以對(duì)操作層面的一系列具體問題做出準(zhǔn)確的回答。 本研究根據(jù)交通建筑企業(yè)的產(chǎn)品屬于公共產(chǎn)品的特點(diǎn),立足于交通建筑企業(yè)的社會(huì)責(zé)任,針對(duì)交通建筑企業(yè)的特點(diǎn)以及其產(chǎn)品的特殊性等,結(jié)合品牌建設(shè)相關(guān)理論和實(shí)際案例分析,從產(chǎn)業(yè)運(yùn)營(yíng)的角度,探尋交通建筑企業(yè)品牌塑造和運(yùn)營(yíng)的關(guān)鍵環(huán)節(jié)。包括交通建筑企業(yè)品牌塑造的基礎(chǔ)研究,涉及交通建筑企業(yè)品牌概念、品牌價(jià)值、品牌化決策、品牌定位、品牌形象塑造等;以及交通建筑企業(yè)品牌運(yùn)營(yíng)的研究,涉及品牌融資經(jīng)營(yíng)、資產(chǎn)運(yùn)營(yíng)、品牌自我維護(hù)、品牌法律維護(hù)、和品牌危機(jī)管理等。通過以上研究,以期為交通建筑企業(yè)品牌建設(shè)提供一定的理論分析和實(shí)踐參考,從而有助于提高我國(guó)交通建筑企業(yè)的核心競(jìng)爭(zhēng)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.
【學(xué)位授予單位】：重慶交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F426.92

【參考文獻(xiàn)】

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本文編號(hào)：1544639