本文選題：建筑企業(yè) + 品牌管理�。� 參考：《哈爾濱工業(yè)大學》2008年博士論文

【摘要】： 世界經(jīng)濟一體化進程的加快和我國各行業(yè)全面加入WTO以后,建筑行業(yè)面臨的競爭將更加激烈,迫切需要尋求一種創(chuàng)新性的新型企業(yè)管理模式,以更好地適應企業(yè)生存環(huán)境的改變,在競爭激烈的國際建筑市場取勝。品牌管理作為一種有效的管理方式,可以為建筑企業(yè)改革管理模式、提高核心競爭力和國際競爭力提供解決方案。品牌管理問題可歸集為兩大類:一類是品牌戰(zhàn)略問題,包括品牌定位、品牌組合和品牌延伸等;一類是品牌實施問題,包括品牌管理組織、品牌管理流程、品牌管理運行以及品牌管理評價等。品牌管理能否有效開展,以及績效如何,很大程度上取決于品牌管理的實施。 本文以建筑企業(yè)品牌管理實施問題為研究對象,在充分翔實地了解掌握有關品牌管理與建筑企業(yè)品牌管理研究現(xiàn)狀的基礎上,采用定量分析與定性分析、理論分析與實證研究相結(jié)合的方法,注重對企業(yè)實際情況的調(diào)查研究,綜合運用管理學、營銷學、廣告學、社會學、系統(tǒng)科學和行為科學等多學科知識,結(jié)合建筑企業(yè)的特點和實際需求,建立建筑企業(yè)品牌管理整體框架體系,進行建筑企業(yè)品牌管理組織架構及流程研究,建筑企業(yè)品牌管理運行機制研究,以及建筑企業(yè)品牌管理的績效評價。主要研究內(nèi)容如下: (1)結(jié)合建筑企業(yè)的特點,對建筑企業(yè)品牌管理加以界定;提出品牌形成的過程就是品牌競爭優(yōu)勢(簡稱品牌優(yōu)勢)形成的過程,進而從建筑企業(yè)品牌的知名度、美譽度和忠誠度的形成機制角度闡述了建筑企業(yè)品牌的形成機理;提出建筑企業(yè)品牌生命周期由形成期、成長期、成熟期、衰退期構成,并總結(jié)了各個時期的特點,提出建筑企業(yè)品牌發(fā)展單周期模式和多周期模式;提出構建基于系統(tǒng)論的建筑企業(yè)品牌管理運作模式與績效評價體系。 (2)提出了模塊化品牌管理組織機構模型,將品牌管理組織劃分為主導模塊、專業(yè)模塊和支持模塊;在模塊化品牌管理組織結(jié)構的基礎上,提出了模塊化品牌管理流程,將品牌管理流程劃分為戰(zhàn)略制定、要素設計、傳播推廣、監(jiān)控維護和績效評價等五個子模塊流程;通過模塊化品牌管理系統(tǒng)中“囚徒困境”的分析,論證了基于合作心理契約形成的重復博弈結(jié)果。 (3)分析了建筑企業(yè)品牌管理多層遞階結(jié)構特點,建立品牌管理協(xié)同決策的二層規(guī)劃模型,提出建立包括協(xié)同機會識別機制、雙向互動溝通機制、資源整合配置機制和多贏利益均衡機制的品牌管理協(xié)同實現(xiàn)的機制保障;提出建筑企業(yè)品牌管理角色交互模型和基于工作流程的建筑企業(yè)品牌管理信息共享模型,并提出品牌管理職能部門間的協(xié)調(diào)機制要求包括信任機制、協(xié)商機制和規(guī)范機制;分析了建筑企業(yè)品牌管理危機形成機理,構建了包括危機識別和危機處理兩個子模塊的品牌危機管理模型,同時指出避免品牌危機發(fā)生的策略選擇;根據(jù)建筑企業(yè)品牌運行的重點和觀察目標,構建了品牌監(jiān)測預警系統(tǒng)的指標體系,確定了各指標的權重和預警閾值。 (4)分析了建筑企業(yè)品牌管理績效的含義,提出從過程和結(jié)果兩方面來構建建筑企業(yè)品牌管理績效評價體系;構建了建筑企業(yè)品牌管理績效的AHP綜合評價模型,用于評價品牌管理的行為績效;結(jié)合建筑企業(yè)的特點,建立了具有建筑業(yè)行業(yè)特點的品牌價值評估體系和方法,提出建筑企業(yè)品牌價值評估體系主要考核企業(yè)市場競爭能力、超值獲利能力,以及品牌強度等,通過財務分析、市場分析和品牌分析來確定建筑企業(yè)品牌價值。 (5)以中國建筑工程總公司為例,對建筑企業(yè)品牌管理進行了實證分析和研究,設計了公司品牌管理組織結(jié)構框架和流程模型;建立了品牌管理協(xié)同運行機制、品牌管理協(xié)調(diào)機制和品牌危機管理及預警機制;構建了品牌管理工作的考核體系,制定了品牌管理工作考核辦法,并對公司品牌價值進行了評估。 上述建筑企業(yè)品牌管理問題的研究對于提高我國建筑企業(yè)的管理水平和核心競爭力,貫徹落實國家“走出去”戰(zhàn)略,增加在國際建筑市場中的份額,促進建筑企業(yè)持續(xù)、健康、快速的發(fā)展具有重要意義:第一,可以促進建筑管理理論的進一步發(fā)展;第二,為解決建筑企業(yè)存在的問題提供可借鑒的方法和途徑;第三,提高建筑企業(yè)品牌管理的規(guī)范化;第四,為品牌管理工作績效評價提供新的方法;第五,提供新的建筑企業(yè)管理模式,增強其國際競爭力。
[Abstract]:As an effective way of management , brand management can be classified into two categories : brand management organization , brand management process , brand management operation and brand management evaluation .



Based on the implementation of the brand management of construction enterprises , this paper focuses on the research on the actual situation of the enterprise by combining quantitative analysis with qualitative analysis , theory analysis and empirical research , and based on the detailed knowledge of the current situation of the brand management and the construction enterprise brand management . The paper focuses on the research on the actual situation of the enterprise , and establishes the overall framework system of the brand management of the building enterprise , and carries out the research on the construction enterprise brand management organization structure and process research , the construction enterprise brand management operation mechanism and the performance evaluation of the building enterprise brand management .



( 1 ) According to the characteristics of the construction enterprises , the brand management of the construction enterprises is defined ; the process of the brand formation is the process of the formation of the brand competition advantage ( the brand advantage ) , and then the formation mechanism of the brand of the construction enterprise is expounded from the angle of formation mechanism of the brand name , reputation and loyalty of the building enterprise ;



( 2 ) The modular brand management organization model is put forward , and the brand management organization is divided into the leading module , the professional module and the support module . Based on the structure of the modular brand management organization , the modular brand management process is put forward , and the brand management process is divided into five sub - module processes , such as strategy development , element design , diffusion promotion , monitoring maintenance and performance evaluation , and the repeated game result based on the cooperative psychological contract is demonstrated through the analysis of the prisoner ' s dilemma in the modular brand management system .



( 3 ) analyzing the characteristics of building enterprise brand management multi - layer hierarchical structure , establishing a two - layer planning model of brand management cooperative decision , and putting forward a brand management coordination mechanism including cooperative opportunity identification mechanism , two - way interactive communication mechanism , resource integration configuration mechanism and multi - win benefit balance mechanism ;



( 4 ) The meaning of the brand management performance of the construction enterprise is analyzed , and the process and result are put forward to construct the brand management performance evaluation system of the building enterprise . The AHP comprehensive evaluation model for the brand management performance of the building enterprise is constructed . The brand value evaluation system and method with the characteristics of the construction industry are established . The brand value evaluation system of the building enterprise is established . The brand value of the building enterprise is determined through financial analysis , market analysis and brand analysis .



( 5 ) Taking China Construction Engineering Corporation as an example , the brand management of the building enterprise is analyzed and studied , the structure frame and the process model of the brand management organization are designed ; the brand management cooperation operation mechanism , the brand management coordination mechanism and the brand crisis management and early warning mechanism are established ; the evaluation system of the brand management is built , the brand management evaluation method is established , and the brand value of the company is evaluated .



The research of the above - mentioned construction enterprise brand management is of great significance for improving the management level and the core competitiveness of the construction enterprises in our country , implementing the national " going out " strategy , increasing the share in the international architecture market , promoting the sustainable , healthy and rapid development of the construction enterprises , and providing a new method for solving the problems existing in the construction enterprises ; and , fourthly , providing a new method for the brand management performance evaluation ; and , providing a new management mode of the construction enterprises , and enhancing the international competitiveness .

【學位授予單位】：哈爾濱工業(yè)大學
【學位級別】：博士
【學位授予年份】：2008
【分類號】：F426.92

【引證文獻】

相關碩士學位論文 前3條

1 荊興凱;我國大型承包商區(qū)域化管理模式研究[D];哈爾濱工業(yè)大學;2011年

2 原春婷;長垣防腐產(chǎn)業(yè)集群發(fā)展的問題及對策[D];鄭州大學;2010年

3 李曉倩;基于可持續(xù)發(fā)展理論的國有建筑企業(yè)文化評價模型研究[D];天津理工大學;2012年

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本文編號：1797154