【摘要】：自“一帶一路”國(guó)家戰(zhàn)略出臺(tái)以來(lái),國(guó)家相繼頒布了一系列政策對(duì)“一帶一路”倡議進(jìn)行指導(dǎo)規(guī)劃,相關(guān)國(guó)家也陸續(xù)推出各自的政策規(guī)劃與“一帶一路”倡議對(duì)接,我國(guó)各省市根據(jù)這一頂層戰(zhàn)略也推出了具體的實(shí)施辦法、細(xì)則。大量企業(yè)也緊跟時(shí)代潮流,把握這一歷史性的機(jī)遇,根據(jù)國(guó)際國(guó)內(nèi)相關(guān)政策制訂各項(xiàng)符合公司發(fā)展的規(guī)劃和戰(zhàn)略。但是很多企業(yè)在競(jìng)爭(zhēng)中并未重視企業(yè)的品牌戰(zhàn)略規(guī)劃,忽視了品牌的無(wú)形價(jià)值,導(dǎo)致企業(yè)競(jìng)爭(zhēng)力不強(qiáng)。本文運(yùn)用品牌戰(zhàn)略規(guī)劃相關(guān)理論,以A公司為例進(jìn)行了品牌戰(zhàn)略規(guī)劃方面的具體分析研究,并提出了相應(yīng)的解決方案。本文的研究對(duì)象A公司是一家有著60多年發(fā)展歷史的國(guó)內(nèi)大型鐵路勘察設(shè)計(jì)企業(yè),伴隨“中國(guó)高鐵”的發(fā)展,積累了雄厚的技術(shù)人才資源,“一帶一路”倡議的落實(shí)為A公司鐵路基建設(shè)計(jì)開(kāi)發(fā)帶來(lái)了巨大的發(fā)展機(jī)遇,但在國(guó)內(nèi)外同類公司競(jìng)爭(zhēng)中缺乏品牌效應(yīng),市場(chǎng)競(jìng)爭(zhēng)力較弱,距同行業(yè)世界一流企業(yè)還有一定差距。因此,在“一帶一路”倡議背景下分析探討A公司的品牌戰(zhàn)略規(guī)劃勢(shì)在必行。本文以A公司為研究對(duì)象,在品牌戰(zhàn)略理論的指導(dǎo)下,運(yùn)用宏觀環(huán)境分析方法、行業(yè)競(jìng)爭(zhēng)力分析法、SWOT企業(yè)優(yōu)勢(shì)分析工具,對(duì)A公司品牌發(fā)展現(xiàn)狀和有關(guān)品牌戰(zhàn)略實(shí)施的現(xiàn)狀進(jìn)行了綜合討論,客觀呈現(xiàn)了 A公司在品牌戰(zhàn)略上的薄弱環(huán)節(jié)和問(wèn)題所在,明確了其品牌戰(zhàn)略規(guī)劃思路。在此內(nèi)外部環(huán)境分析的基礎(chǔ)上,結(jié)合A公司品牌戰(zhàn)略規(guī)劃思路,以A公司企業(yè)發(fā)展目標(biāo)及整體行業(yè)發(fā)展目標(biāo)為依據(jù),構(gòu)建了A公司品牌目標(biāo)指標(biāo)體系模型,在訪問(wèn)調(diào)查工作的基礎(chǔ)上,使用層次分析方法確定了目標(biāo)指標(biāo)體系中各指標(biāo)權(quán)重的分值。經(jīng)過(guò)計(jì)算和綜合考慮發(fā)現(xiàn),A公司的品牌戰(zhàn)略規(guī)劃中,創(chuàng)新驅(qū)動(dòng),開(kāi)放合作應(yīng)是“一帶一路”走出去戰(zhàn)略中需要著重關(guān)注的目標(biāo),同時(shí)細(xì)化來(lái)看,業(yè)務(wù)結(jié)構(gòu)調(diào)整具有較為重要的作用地位。因此,在品牌戰(zhàn)略規(guī)劃中,按照“聚焦主業(yè)”的原則,應(yīng)加快國(guó)際市場(chǎng)開(kāi)拓步伐,加大總承包、產(chǎn)品產(chǎn)業(yè)化等業(yè)務(wù)拓展力度,從而增強(qiáng)品牌質(zhì)量管理。同時(shí),品牌管理過(guò)程中,應(yīng)注重品牌管理體系的完善,健全品牌控制維護(hù)機(jī)制,落實(shí)品牌績(jī)效考核。最后,搶抓“一帶一路”、互通互聯(lián)、中國(guó)高鐵“走出去”的歷史機(jī)遇,借助“國(guó)家名片”“中國(guó)中鐵”等品牌文化旗號(hào),積極加快海外品牌管理人才培養(yǎng)、推進(jìn)海外品牌屬地發(fā)展。據(jù)此,本文制定了 A公司品牌戰(zhàn)略實(shí)施的相應(yīng)的保障措施。本文通過(guò)品牌戰(zhàn)略管理理論在“一帶一路”倡議背景下對(duì)A公司品牌規(guī)劃進(jìn)行了分析,分析了當(dāng)前鐵路設(shè)計(jì)企業(yè)的品牌發(fā)展現(xiàn)狀及其存在的優(yōu)勢(shì)劣勢(shì),根據(jù)層次分析法分析得出公司的品牌戰(zhàn)略構(gòu)想,為A公司提供了一種可行的品牌戰(zhàn)略規(guī)劃和實(shí)施方案,對(duì)于同類企業(yè)有一定的借鑒和參考價(jià)值。
[Abstract]:Since the introduction of the "Belt and Road Initiative" national strategy, the state has promulgated a series of policies to guide and plan the "Belt and Road Initiative" initiative, and the relevant countries have also launched their respective policy plans to link up with the "Belt and Road Initiative" initiative. According to this top-level strategy, provinces and cities in China have also introduced specific implementation methods and detailed rules. A large number of enterprises also follow the trend of the times, seize this historic opportunity, according to the relevant international and domestic policies to formulate various plans and strategies in line with the development of the company. However, many enterprises do not attach importance to the brand strategic planning in the competition, neglecting the intangible value of the brand, resulting in the competitiveness of enterprises is not strong. Based on the theory of brand strategic planning, this paper takes Company A as an example to analyze and study the brand strategic planning, and puts forward the corresponding solutions. Company A, the research object of this paper, is a large domestic railway survey and design enterprise with a history of more than 60 years. With the development of "China High Speed Railway", it has accumulated abundant technical talent resources. The implementation of the "Belt and Road Initiative" initiative has brought great opportunities for the design and development of railway infrastructure in Company A, but it lacks brand effect and weak market competitiveness in the competition of similar companies at home and abroad. There is still a certain gap between the world-class enterprises in the same industry. Therefore, under the background of Belt and Road Initiative initiative, it is imperative to analyze and discuss the brand strategic planning of A company. This paper takes A company as the research object, under the guidance of brand strategy theory, uses the macro environment analysis method, the industry competitiveness analysis method, the SWOT enterprise advantage analysis tool, This paper makes a comprehensive discussion on the present situation of brand development and the implementation of brand strategy in Company A, objectively presents the weak links and problems in the brand strategy of Company A, and clarifies the train of thought of its brand strategic planning. On the basis of the analysis of internal and external environment, combined with the idea of brand strategic planning of company A, based on the enterprise development goal of company A and the development goal of the whole industry, the index system model of brand target of company A is constructed. On the basis of visiting and investigating work, the score of each index weight in the target index system is determined by analytic hierarchy process (AHP). After calculation and comprehensive consideration, it is found that in the brand strategic planning of Company A, innovation-driven, open cooperation should be the goal that needs to be paid attention to in the "Belt and Road Initiative" going out strategy, at the same time, look at it in detail. Business structure adjustment plays an important role. Therefore, in the brand strategic planning, according to the principle of "focusing on the main business", we should speed up the pace of international market development, increase the general contracting, product industrialization and other business expansion, so as to enhance brand quality management. At the same time, in the process of brand management, we should pay attention to the improvement of brand management system, perfect brand control and maintenance mechanism, and implement brand performance appraisal. Finally, we should seize the historical opportunities of "Belt and Road Initiative", interconnectedness, and "go out" of China's high-speed rail, and actively speed up the training of overseas brand management talents with the help of "national business cards", "China Railway" and other brand cultural flags. Promote the development of overseas brands. Based on this, this paper formulates the corresponding safeguard measures for the implementation of A company brand strategy. Based on the theory of brand strategic management, this paper analyzes the brand planning of Company A under the background of "Belt and Road Initiative" initiative, and analyzes the present situation of brand development and its advantages and disadvantages of railway design enterprises. According to the analysis of analytic hierarchy process (AHP), the brand strategy conception of the company is obtained, which provides a feasible brand strategic planning and implementation scheme for A company, and has certain reference value for the same kind of enterprises.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F426.92

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