本文選題：發(fā)電　切入點：企業(yè)文化　出處：《華北電力大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：當今世界經(jīng)濟的發(fā)展,使企業(yè)從產(chǎn)品經(jīng)營、資本經(jīng)營過渡到品牌經(jīng)營,一個企業(yè)能否成為行業(yè)品牌企業(yè),既表明其經(jīng)濟實力和市場地位,又反映其持續(xù)發(fā)展能力的高低。2002年我國電力體制改革實施以來,發(fā)電市場已經(jīng)實現(xiàn)主體多元化,初步形成競爭格局。在國內(nèi)外市場激烈競爭的環(huán)境下,如何實施發(fā)電企業(yè)品牌戰(zhàn)略,構(gòu)建有特色的企業(yè)品牌,建立公平有序的市場競爭環(huán)境,具有非常重要的現(xiàn)實意義。 本文首先從企業(yè)外部環(huán)境出發(fā),針對電力體制改革以來的市場環(huán)境和競爭態(tài)勢,研究分析國家關(guān)于品牌建設(shè)的--系列政策措施,闡明發(fā)電企業(yè)品牌建設(shè)將成為企業(yè)生存和發(fā)展的必然選擇。 在研究品牌基本理論的基礎(chǔ)上,尋求適合我國發(fā)電企業(yè)品牌建設(shè)的理論依據(jù),結(jié)合電力行業(yè)“產(chǎn)、供、銷”同時完成的特殊性及其電力產(chǎn)品同質(zhì)性,進一步論述我國發(fā)電企業(yè)品牌建設(shè)的實際意義。對我國企業(yè)品牌建設(shè)的現(xiàn)狀,發(fā)電企業(yè)品牌建設(shè)的現(xiàn)狀以及中國電力國際發(fā)展有限公司(簡稱：中電國際)品牌建設(shè)實際情況進行分析和診斷,借鑒有關(guān)企業(yè)品牌建設(shè)的成功經(jīng)驗和做法,采用戰(zhàn)略態(tài)勢分析法(SWOT)對中電國際品牌建設(shè)在市場環(huán)境下的機會、威脅、優(yōu)勢和劣勢進行總結(jié)。 經(jīng)過全面研究和分析,為了全方位提升中電國際品牌的知名度、認知度和美譽度,累積品牌無形資產(chǎn),構(gòu)筑競爭壁壘,實現(xiàn)品牌的持續(xù)經(jīng)營,結(jié)合中電國際的實際,對品牌建設(shè)進行全面規(guī)劃.較為詳細地制定了中電國際品牌建設(shè)的行動方案,包括品牌建設(shè)的階段目標,主要行動計劃,品牌建設(shè)的步驟和品牌建設(shè)的重點要求。
[Abstract]:With the development of the world economy nowadays, the enterprises can make the transition from product management, capital management to brand management, and whether an enterprise can become an industry brand enterprise shows its economic strength and market position. Since 2002, the electric power system reform in our country has realized the main body diversification, initially formed the competition pattern. In the domestic and foreign market fierce competition environment, the electricity generation market has already realized the main body diversification, initially forms the competition pattern under the domestic and foreign market intense competition environment. How to carry out the brand strategy of power generation enterprises, construct the enterprise brand with characteristics, and establish a fair and orderly market competition environment, has very important practical significance. In this paper, starting from the external environment of the enterprise, aiming at the market environment and the competition situation since the reform of the electric power system, this paper studies and analyzes the national policies and measures on brand building. It will be an inevitable choice for enterprises to survive and develop to clarify the brand construction of power generation enterprises. On the basis of studying the basic theory of brand, we seek the theoretical basis suitable for the brand construction of power generation enterprises in our country, and combine the particularity of "production, supply and marketing" in the electric power industry and the homogeneity of electric power products. Further discusses the actual significance of brand construction of power generation enterprises in China. The status quo of brand construction in power generation enterprises and the actual situation of brand construction in China Electric Power International Development Co., Ltd. (abbreviated as China Power International) are analyzed and diagnosed, and successful experiences and practices of brand building in relevant enterprises are used for reference. The strategic situation analysis method is used to summarize the opportunities, threats, strengths and weaknesses of CLP's international brand construction in the market environment. Through comprehensive research and analysis, in order to enhance the visibility, recognition and reputation of CLP's international brand in all directions, accumulate intangible assets of the brand, build up the barriers to competition, and realize the continuous management of the brand, combined with the reality of CLP International, The comprehensive planning of brand construction is carried out. The action plan of international brand construction of CLP is made in detail, including the stage goal of brand construction, the main action plan, the steps of brand building and the key requirements of brand construction.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.61

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本文編號：1632088