發(fā)布時(shí)間：2018-07-25 08:23

【摘要】： 本文通過(guò)對(duì)中冶成工品牌建設(shè)實(shí)踐的介紹,討論、闡述了品牌的定義、內(nèi)涵、特征、作用。從而指導(dǎo)企業(yè)根據(jù)自身企業(yè)內(nèi)部資源要素情況,外部環(huán)境及資源要素的能力,進(jìn)行正確的品牌定位。在此基礎(chǔ)上,就企業(yè)品牌競(jìng)爭(zhēng)力的發(fā)展現(xiàn)狀及存在的主要問(wèn)題,應(yīng)用波特競(jìng)爭(zhēng)戰(zhàn)略理論原理,通過(guò)調(diào)查和統(tǒng)計(jì),分析了企業(yè)品牌競(jìng)爭(zhēng)力的優(yōu)、劣勢(shì),通過(guò)分析和研究,本文就構(gòu)建中冶成工企業(yè)品牌競(jìng)爭(zhēng)力提出了如下措施: 1、實(shí)施企業(yè)品牌競(jìng)爭(zhēng)力建設(shè)的戰(zhàn)略措施; 2、實(shí)施以質(zhì)量管理為基礎(chǔ)的品牌建設(shè); 3、實(shí)施以企業(yè)文化建設(shè)支撐品牌發(fā)展的措施; 4、實(shí)施以創(chuàng)新為砝碼的品牌競(jìng)爭(zhēng)力建設(shè); 5、實(shí)施以服務(wù)為重點(diǎn)的品牌維護(hù)建設(shè)。
[Abstract]:In this paper, the definition, connotation, characteristics and function of the brand are discussed through the introduction of the brand construction practice in China Metallurgical Industry. Therefore, it guides the enterprise to make correct brand positioning according to its internal resource elements, external environment and the ability of resource elements. On this basis, on the basis of the current situation of the development of enterprise brand competitiveness and the main problems, applying the theory of Porter competition strategy, through investigation and statistics, this paper analyzes the advantages and disadvantages of enterprise brand competitiveness, through analysis and research. This paper puts forward the following measures to build the brand competitiveness of China Metallurgical Industry: 1, the strategic measures to build the brand competitiveness of enterprises; 2, the implementation of brand construction based on quality management. Third, implement the measures to support the brand development with the enterprise culture construction; 4, carry out the brand competitive power construction with innovation as the weight; 5, carry out the brand maintenance construction which focuses on the service.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F426.3

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本文編號(hào)：2143208