【摘要】：在當(dāng)今國(guó)內(nèi)和國(guó)際市場(chǎng)競(jìng)爭(zhēng)激烈的情況下，有品牌者可以占有較大的市場(chǎng)份額，獲取超額利潤(rùn)。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(duì)品牌真正的概念認(rèn)識(shí)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(méi)有提煉出品牌應(yīng)有的內(nèi)涵和核心價(jià)值，導(dǎo)致對(duì)創(chuàng)建所耗費(fèi)的企業(yè)各方資源估算不足，品牌沒(méi)有發(fā)揮預(yù)期的作用。隨著中國(guó)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(chǎng)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(duì)國(guó)內(nèi)外關(guān)于品牌建設(shè)與民用機(jī)場(chǎng)的現(xiàn)狀研究進(jìn)行綜述的基礎(chǔ)上，首先對(duì)民用機(jī)場(chǎng)服務(wù)品牌建設(shè)進(jìn)行了系統(tǒng)的分析，主要從機(jī)場(chǎng)服務(wù)品牌建設(shè)的含義與特征、國(guó)內(nèi)外民用機(jī)場(chǎng)服務(wù)品牌建設(shè)的啟示、還有國(guó)內(nèi)外民用機(jī)場(chǎng)服務(wù)存在的問(wèn)題三個(gè)方面進(jìn)行了相關(guān)的論述。其次是構(gòu)建了民用機(jī)場(chǎng)服務(wù)品牌體系，從服務(wù)品牌的定位，到整個(gè)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(jì)。再次是對(duì)民用機(jī)場(chǎng)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(guó)際機(jī)場(chǎng)為例進(jìn)行了實(shí)證研究。 通過(guò)本文的研究，以期為我國(guó)民用機(jī)場(chǎng)服務(wù)品牌的建設(shè)提供理論參考，從整體上提升我國(guó)民用機(jī)場(chǎng)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(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：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(guó)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(guó)品牌競(jìng)爭(zhēng)力的弱勢(shì)成因及治理[J];財(cái)貿(mào)經(jīng)濟(jì);2002年07期

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

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

5 邴紅艷;品牌競(jìng)爭(zhēng)力影響因素分析[J];中國(guó)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(wèn)題探究[J];改革與開(kāi)放;2010年10期

7 魏建國(guó);;齊心協(xié)力 同創(chuàng)共建 提升服務(wù) 全面推進(jìn)誠(chéng)信機(jī)場(chǎng)建設(shè)譜寫(xiě)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(chǎng)運(yùn)行效率分析[J];航空計(jì)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(shū)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(hào)：2406598