【摘要】：在當(dāng)今國內(nèi)和國際市場競爭激烈的情況下，有品牌者可以占有較大的市場份額，獲取超額利潤。企業(yè)要生存和發(fā)展必須制定正確的品牌戰(zhàn)略，進(jìn)行現(xiàn)有資源品牌的整合。然而部分企業(yè)對品牌真正的概念認(rèn)識不清或不到位，往往抱著急功近利的思想投身于品牌建設(shè)，沒有提煉出品牌應(yīng)有的內(nèi)涵和核心價值，導(dǎo)致對創(chuàng)建所耗費(fèi)的企業(yè)各方資源估算不足，品牌沒有發(fā)揮預(yù)期的作用。隨著中國航空業(yè)的高速發(fā)展、高速鐵路的劇烈沖擊，不僅給民用機(jī)場的發(fā)展提供了重要依據(jù)，也使其面臨極大的挑戰(zhàn)。 本文在對國內(nèi)外關(guān)于品牌建設(shè)與民用機(jī)場的現(xiàn)狀研究進(jìn)行綜述的基礎(chǔ)上，首先對民用機(jī)場服務(wù)品牌建設(shè)進(jìn)行了系統(tǒng)的分析，主要從機(jī)場服務(wù)品牌建設(shè)的含義與特征、國內(nèi)外民用機(jī)場服務(wù)品牌建設(shè)的啟示、還有國內(nèi)外民用機(jī)場服務(wù)存在的問題三個方面進(jìn)行了相關(guān)的論述。其次是構(gòu)建了民用機(jī)場服務(wù)品牌體系，從服務(wù)品牌的定位，到整個品牌體系構(gòu)建的分析，最后進(jìn)行了相應(yīng)的品牌體系的設(shè)計。再次是對民用機(jī)場服務(wù)品牌建設(shè)策略進(jìn)行了相應(yīng)的分析，最后以哈爾濱太平國際機(jī)場為例進(jìn)行了實證研究。 通過本文的研究，以期為我國民用機(jī)場服務(wù)品牌的建設(shè)提供理論參考，從整體上提升我國民用機(jī)場服務(wù)水平。
[Abstract]:In today's domestic and international market competition, the brand can have a larger market share, to obtain excess profits. In order to survive and develop, enterprises must formulate correct brand strategy and integrate existing resource brands. However, some enterprises do not have a clear understanding of the real concept of the brand, and often devote themselves to the brand construction with the idea of eager success and instant benefit, and fail to refine the connotation and core value of the brand. As a result, the resources consumed by the establishment of the enterprise are underestimated, and the brand does not play the expected role. With the rapid development of China's aviation industry, the fierce impact of high-speed railway not only provides an important basis for the development of civil airports, but also makes it face great challenges. On the basis of summarizing the domestic and foreign research on brand construction and civil airport, this paper first analyzes the civil airport service brand construction systematically, mainly from the meaning and characteristics of airport service brand construction. The enlightenment of civil airport service brand construction at home and abroad, as well as the problems existing in civil airport service at home and abroad, are discussed in this paper. Secondly, it constructs the civil airport service brand system, from the positioning of the service brand to the analysis of the whole brand system construction, and finally carries on the corresponding brand system design. Thirdly, the paper analyzes the strategy of civil airport service brand construction, and finally takes Harbin Taiping International Airport as an example. The purpose of this paper is to provide a theoretical reference for the construction of civil airport service brand in China and to improve the level of civil airport service in China as a whole.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F562.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 周艷軍;;試論我國物流企業(yè)的品牌建設(shè)[J];商業(yè)研究;2007年09期

2 季六祥;我國品牌競爭力的弱勢成因及治理[J];財貿(mào)經(jīng)濟(jì);2002年07期

3 劉馨遙;林麗敏;余江;伍偉堅;;我國中小企業(yè)品牌建設(shè)現(xiàn)狀問題及對策[J];當(dāng)代經(jīng)濟(jì);2009年15期

4 陸娟;論服務(wù)品牌忠誠的形成機(jī)理[J];當(dāng)代財經(jīng);2003年09期

5 邴紅艷;品牌競爭力影響因素分析[J];中國工程科學(xué);2002年05期

6 王萍;;二線城市中小企業(yè)品牌建設(shè)問題探究[J];改革與開放;2010年10期

7 魏建國;;齊心協(xié)力 同創(chuàng)共建 提升服務(wù) 全面推進(jìn)誠信機(jī)場建設(shè)譜寫品牌戰(zhàn)略新篇章[J];創(chuàng)造;2010年12期

8 方學(xué)東;郝斌;;基于DEA模型的民用機(jī)場運(yùn)行效率分析[J];航空計算技術(shù);2010年06期

9 翟慶華;;服務(wù)品牌影響因素分析[J];合作經(jīng)濟(jì)與科技;2009年09期

10 王書玲;張君輝;;服務(wù)品牌與服務(wù)質(zhì)量的耦合機(jī)理研究[J];經(jīng)濟(jì)與管理;2010年08期

，

本文編號：2406598