本文選題：中鐵大橋局集團(tuán)有限公司 + 品牌營(yíng)銷�。� 參考：《西安理工大學(xué)》2008年碩士論文

【摘要】： 市場(chǎng)經(jīng)濟(jì)體制下的企業(yè),無(wú)論什么樣的企業(yè)結(jié)構(gòu),都面臨競(jìng)爭(zhēng)。不同的行業(yè)結(jié)構(gòu),競(jìng)爭(zhēng)的方式不同,有價(jià)格戰(zhàn)、渠道戰(zhàn)、資本戰(zhàn)、技術(shù)戰(zhàn)和品牌戰(zhàn)等。改革開放以來(lái),作為基礎(chǔ)行業(yè),建筑業(yè)得到了快速發(fā)展,已經(jīng)成為拉動(dòng)經(jīng)濟(jì)增長(zhǎng)的主要?jiǎng)恿χ弧ｋS著建筑業(yè)市場(chǎng)體制的不斷完善,建筑業(yè)企業(yè)之間的競(jìng)爭(zhēng)已經(jīng)不再局限于技術(shù)、價(jià)格等方面的競(jìng)爭(zhēng),而開始步入品牌競(jìng)爭(zhēng)的時(shí)代,如何在品牌競(jìng)爭(zhēng)市場(chǎng)中取勝,已經(jīng)成為眾多建筑企業(yè)關(guān)注及研究的焦點(diǎn)。 中鐵大橋局集團(tuán)有限公司為一個(gè)橋梁建設(shè)企業(yè),計(jì)劃經(jīng)濟(jì)時(shí)期屬于寡頭壟斷下的資本技術(shù)企業(yè),在市場(chǎng)經(jīng)濟(jì)不斷完善,品牌競(jìng)爭(zhēng)加劇的現(xiàn)在,企業(yè)已經(jīng)充分認(rèn)識(shí)到了品牌的重要性。本文在對(duì)中鐵大橋局公司內(nèi)部進(jìn)行調(diào)研的基礎(chǔ)上,分析公司所處的外部環(huán)境,以及公司品牌營(yíng)銷的現(xiàn)狀,總結(jié)出中鐵大橋局在品牌營(yíng)銷中主要存在品牌觀念有待更新,缺乏專門的品牌管理部門,目標(biāo)市場(chǎng)選擇模糊,品牌宣傳方面缺乏管理等問(wèn)題,并針對(duì)市場(chǎng)要求提出公司實(shí)施品牌營(yíng)銷的必要性。隨后,運(yùn)用品牌定位、品牌形象設(shè)計(jì)及品牌傳播等理論,為公司制定品牌營(yíng)銷策略。最后,為保證制定的品牌營(yíng)銷策略能夠有效的實(shí)施,本文提出了樹立全員強(qiáng)烈的“橋品牌”意識(shí),建立跨職能的品牌經(jīng)理制及構(gòu)建客戶服務(wù)體系等實(shí)施建議對(duì)策。 目前,品牌營(yíng)銷在國(guó)有建筑業(yè)已經(jīng)有了初步的發(fā)展,本論文提出的品牌營(yíng)銷策略對(duì)中鐵大橋局拓展市場(chǎng),提高核心競(jìng)爭(zhēng)力具有一定的參考價(jià)值。另外,本論文的研究成果對(duì)其他同類建筑企業(yè)實(shí)施品牌營(yíng)銷也具有一定的借鑒意義。
[Abstract]:The enterprises under the market economy system, no matter what kind of enterprise structure, are faced with competition. Different industry structure, different ways of competition, such as price war, channel war, capital war, technology war and brand war. Since the reform and opening up, as a basic industry, the construction industry has been rapid development, has become one of the main driving force of economic growth. With the continuous improvement of the market system of the construction industry, the competition among the construction industry enterprises is no longer limited to the competition of technology and price, but begins to enter the era of brand competition, how to win in the market of brand competition. Has become the focus of attention and research of many construction enterprises. China Railway Bridge Bureau Group Co., Ltd. is a bridge construction enterprise. During the planned economy period, it belongs to the capital technology enterprise under the oligopoly. Now, when the market economy is constantly improving and the brand competition is intensifying, Enterprises have fully recognized the importance of the brand. Based on the internal investigation of China Railway Bridge Bureau, this paper analyzes the external environment of the company and the current situation of the company's brand marketing, and concludes that the main brand concept in the brand marketing of China Railway Bridge Bureau needs to be updated. Lack of special brand management department, vague choice of target market, lack of management in brand propaganda, and put forward the necessity of implementing brand marketing in view of market requirements. Then, brand positioning, brand image design and brand communication theory are used to establish brand marketing strategy for the company. Finally, in order to ensure the effective implementation of the brand marketing strategy, this paper puts forward some suggestions on how to establish a strong awareness of "bridge brand", establish a cross-functional brand manager system and build a customer service system. At present, the brand marketing in the state-owned construction industry has a preliminary development, this paper put forward the brand marketing strategy for China Railway Bridge Bureau to expand the market, improve the core competitiveness has a certain reference value. In addition, the research results of this paper also have some reference significance for other similar construction enterprises to implement brand marketing.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F426.92

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本文編號(hào)：1951694