建筑加固企业品牌建设研究

发布时间：2018-04-04 02:10

本文选题：建筑加固　切入点：品牌建设　出处：《北京交通大学》2017年硕士论文

【摘要】：建筑加固产业蓬勃发展,但是仍然存在很多问题:准入门槛低、建筑加固产业基础薄弱,产业发展受到众多因素制约。建筑加固企业要在激烈的竞争中有立足之地,必须依赖于良好的企业形象,良好的企业形象很大程度上要依赖于企业品牌的创立。如何塑造建筑加固企业品牌,怎样使得合理的运营品牌使其发挥应有的作用,成为当前建筑加固业急需思考的问题,同时对建筑加固企业进行品牌建设研究也是整个产业实践发展的需要。本文以建筑企业品牌建设为依托,以加固行业发展现状和背景为基础,参考大量文献,紧密结合D建筑加固企业的发展现状,通过SWOT分析法分析了 D建筑加固企业的机会、威胁、优势和劣势,其中运用波特五力分析体现了 D建筑加固公司的竞争情况。利用调查问卷法归纳现行企业在品牌建设上出现的问题,而规范分析法明确了企业的品牌建设在加固行业发展中的重要性。得出目前D建筑加固企业存在的品牌建设中的一系列问题。最后,结合调研和对企业甚至行业的分析结果,提出品牌建设建议及其实施的措施。本文通过以D建筑加固企业为例,说明了伴随建筑行业的快速发展带动的新兴建筑加固行业的迈进,企业间的竞争焦点已经由价格竞争和质量竞争逐步演变为包含形象、信誉、服务等综合素质的企业品牌的竞争;通过对D建筑加固企业的波特五力分析,对建筑加固行业的基本竞争态势进行了分析,探讨了建筑加固企业实施品牌建设的必要性;最后结合建筑加固行业在品牌建设实施中存在的典型问题,对品牌建设进行了探讨,形成了以D建筑加固企业为主的品牌建设实施方案,为建筑加固企业的品牌建设管理提出了方法上的指导。本文通过对D建筑加固企业的品牌建设研究,对于提高企业管理者与工作者的品牌意识、规范市场行为、增强企业文化凝聚力具有重要意义。有利于提高企业综合实力、培养核心竞争力,增强企业的经济效益。良好的品牌形象不但可以帮我们收获更高的消费者忠诚度,还能为企业取得更好的市场份额。在未来的建筑加固市场上良好的品牌必将更有利于抢占市场份额,使得企业做大做强。
[Abstract]:The construction reinforcement industry is booming, but there are still many problems: low entry threshold, weak foundation of building strengthening industry, and many factors restrict the industrial development.In order to have a foothold in the fierce competition, the construction and reinforcement enterprises must rely on the good corporate image, which to a large extent depends on the establishment of the enterprise brand.How to shape the brand of building strengthening enterprises and how to make the rational operation brand play its due role has become an urgent problem in the construction strengthening industry.At the same time, it is the need of the whole industry practice to carry on the brand construction research to the building strengthening enterprise.Based on the brand construction of construction enterprises, based on the status quo and background of the strengthening industry, and referring to a large number of documents, this paper analyzes the opportunities of the D building strengthening enterprises by SWOT analysis, which is closely combined with the development status of D building strengthening enterprises.Threats, strengths and weaknesses, in which the use of Porter five-force analysis reflects the D-building reinforcement company's competition.The problems of brand construction in current enterprises are summarized by questionnaire method, and the importance of brand building in the development of strengthening industry is clarified by the normative analysis method.A series of problems in brand construction of D building reinforcement enterprises are obtained.Finally, combined with the research and the analysis of the enterprise and even the industry, the paper puts forward the suggestions of brand construction and its implementation measures.Taking D building reinforcement enterprise as an example, this paper shows that with the rapid development of construction industry, the competition focus among enterprises has gradually evolved from price competition and quality competition to include image and credibility.Through the analysis of Porter's five forces of D building strengthening enterprises, the basic competitive situation of building strengthening industry is analyzed, and the necessity of building strengthening enterprises to carry out brand construction is discussed.Finally, combined with the typical problems existing in the brand construction implementation of the building strengthening industry, this paper discusses the brand construction, and forms a brand building implementation plan, which is based on the D building strengthening enterprises.It provides the method guidance for the brand construction management of the building strengthening enterprise.This paper studies the brand construction of D building strengthening enterprises, which is of great significance to improve the brand awareness of managers and workers, standardize market behavior and enhance corporate cultural cohesion.It helps to improve the comprehensive strength of enterprises, cultivate core competitiveness, and enhance the economic benefits of enterprises.Good brand image can not only help us gain higher consumer loyalty, but also obtain better market share for enterprises.A good brand in the future building strengthening market will help to seize market share and make enterprises bigger and stronger.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.92

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