本文選題：中鐵大橋局集團有限公司 + 品牌營銷��； 參考：《西安理工大學》2008年碩士論文

【摘要】： 市場經(jīng)濟體制下的企業(yè),無論什么樣的企業(yè)結(jié)構(gòu),都面臨競爭。不同的行業(yè)結(jié)構(gòu),競爭的方式不同,有價格戰(zhàn)、渠道戰(zhàn)、資本戰(zhàn)、技術戰(zhàn)和品牌戰(zhàn)等。改革開放以來,作為基礎行業(yè),建筑業(yè)得到了快速發(fā)展,已經(jīng)成為拉動經(jīng)濟增長的主要動力之一。隨著建筑業(yè)市場體制的不斷完善,建筑業(yè)企業(yè)之間的競爭已經(jīng)不再局限于技術、價格等方面的競爭,而開始步入品牌競爭的時代,如何在品牌競爭市場中取勝,已經(jīng)成為眾多建筑企業(yè)關注及研究的焦點。 中鐵大橋局集團有限公司為一個橋梁建設企業(yè),計劃經(jīng)濟時期屬于寡頭壟斷下的資本技術企業(yè),在市場經(jīng)濟不斷完善,品牌競爭加劇的現(xiàn)在,企業(yè)已經(jīng)充分認識到了品牌的重要性。本文在對中鐵大橋局公司內(nèi)部進行調(diào)研的基礎上,分析公司所處的外部環(huán)境,以及公司品牌營銷的現(xiàn)狀,總結(jié)出中鐵大橋局在品牌營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,目標市場選擇模糊,品牌宣傳方面缺乏管理等問題,并針對市場要求提出公司實施品牌營銷的必要性。隨后,運用品牌定位、品牌形象設計及品牌傳播等理論,為公司制定品牌營銷策略。最后,為保證制定的品牌營銷策略能夠有效的實施,本文提出了樹立全員強烈的“橋品牌”意識,建立跨職能的品牌經(jīng)理制及構(gòu)建客戶服務體系等實施建議對策。 目前,品牌營銷在國有建筑業(yè)已經(jīng)有了初步的發(fā)展,本論文提出的品牌營銷策略對中鐵大橋局拓展市場,提高核心競爭力具有一定的參考價值。另外,本論文的研究成果對其他同類建筑企業(yè)實施品牌營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.
【學位授予單位】：西安理工大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;F426.92

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