【摘要】：天津港H公司成立于2009年,自成立以來(lái)天津港H公司取得了巨大的成果,但是,在取得發(fā)展成果的同時(shí)也面臨著來(lái)自多方面的壓力。首先,天津港H公司坐落在環(huán)渤海經(jīng)濟(jì)圈內(nèi),目前環(huán)渤海經(jīng)濟(jì)圈內(nèi)大小港口總共有60多個(gè),以裝卸件雜貨為業(yè)務(wù)的碼頭數(shù)目更多,尤其是天津港H公司周邊的碼頭,各碼頭之間為爭(zhēng)攬貨源,彼此之間競(jìng)爭(zhēng)激烈。其次,現(xiàn)在國(guó)家大力推進(jìn)經(jīng)濟(jì)增長(zhǎng)方式轉(zhuǎn)變,由出口拉動(dòng)向出口、消費(fèi)、投資協(xié)調(diào)發(fā)展轉(zhuǎn)變,那么給以出口為主營(yíng)業(yè)務(wù)的碼頭造成了一定的沖擊。再次,出口環(huán)境不穩(wěn)定,市場(chǎng)環(huán)境和政策環(huán)境,例如價(jià)格波動(dòng)、退稅政策變化和國(guó)外反傾銷(xiāo)等。最后,同屬天津港集團(tuán)旗下的分公司和臨港碼頭于天津港H公司比鄰,彼此之間面臨的客戶、輻射的地域幾乎相同,競(jìng)爭(zhēng)更加激烈。以上種種給天津港H公司繼續(xù)以良好勢(shì)頭的發(fā)展帶來(lái)了阻力,如何擺脫壓力,提高自身的核心競(jìng)爭(zhēng)力是天津港H公司當(dāng)前面臨的主要任務(wù)。在現(xiàn)代企業(yè)經(jīng)營(yíng)管理中,如何將自身的資源發(fā)揮最大的效果,推動(dòng)企業(yè)更快、更穩(wěn)的發(fā)展,品牌的重要性日益凸顯,那么如何創(chuàng)建、營(yíng)銷(xiāo)自身的品牌顯得非常要。天津港H公司在經(jīng)營(yíng)管理中總結(jié)了很多經(jīng)驗(yàn),同時(shí)自身經(jīng)營(yíng)業(yè)務(wù)的配套設(shè)施也是同行業(yè)屈指可數(shù)的,如何發(fā)揮這些資源的作用,天津港H公司需要找尋一種新的途徑。通過(guò)閱讀大量品牌的著作和港口發(fā)展相關(guān)的文獻(xiàn)以及結(jié)合天津港H公司自身的條件了解到,創(chuàng)建自身品牌是天津港H公司擺脫壓力、發(fā)揮自身資源最大化的一種行之有效的途徑。本文意在幫助天津港H公司探討一條適合其創(chuàng)建企業(yè)品牌的道路,將自身的經(jīng)驗(yàn)和優(yōu)勢(shì)最大化,在眾多的港口競(jìng)爭(zhēng)中取得優(yōu)勢(shì)。
[Abstract]:Tianjin Port H Company was founded in 2009. Since its establishment, Tianjin Port H Company has made great achievements, but at the same time, it is facing the pressure from many aspects. First of all, Tianjin Port H Company is located in the Bohai Rim Economic Circle. At present, there are more than 60 ports and ports in the Bohai Sea Economic Circle. The number of terminals engaged in handling groceries is even greater, especially the terminals around Tianjin Port H Company. There is a fierce competition between the wharves for the supply of goods. Secondly, now the country is vigorously promoting the transformation of economic growth mode, from export to export, consumption, investment coordinated development, then to export as the main business wharf has caused a certain impact. Thirdly, the export environment is unstable, the market environment and policy environment, such as price fluctuation, tax rebate policy change and foreign anti-dumping and so on. Finally, the same branch of Tianjin Port Group and port terminal in Tianjin Port H company neighbors, each other facing customers, radiation almost the same region, competition is more intense. All these have brought resistance to the development of Tianjin Port H Company with good momentum. How to get rid of the pressure and improve its core competitiveness is the main task of Tianjin Port H Company at present. In modern enterprise management, how to give full play to their own resources, promote the development of enterprises faster and more stable, the importance of the brand is increasingly prominent, so how to create, marketing their own brand is very important. Tianjin Port H Company has summed up a lot of experience in its operation and management, at the same time, the supporting facilities of its own business operation are also few in the same industry. How to play the role of these resources, Tianjin Port H Company needs to find a new way. Through reading a large number of works on brands and related documents on port development and combining with the conditions of Tianjin Port H Company, we know that to create our own brand is to get rid of the pressure of Tianjin Port H Company. To maximize their own resources is an effective way. The purpose of this paper is to help Tianjin Port H Company to explore a suitable way for it to establish enterprise brand, maximize its own experience and advantages, and gain advantages in numerous port competition.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F552.6;F273.2

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