J市供电公司品牌建设策略研究
发布时间：2018-10-26 13:41
【摘要】：伴随电力体制改革的不断深入,供电公司的生产运营环境发生了变化。售电侧竞争机制的引入使得供电公司面临的竞争更加激烈,品牌建设作为提高公司竞争力的重要手段之一,有助于公司适应市场形势的变化,实现长远发展。本文在学习国内外相关文献的基础上,明确电网品牌内涵,阐述SWOT模型以及电网品牌建设工作涉及的主要阶段与核心内容。然后从品牌塑造、品牌管理、品牌传播、品牌维护等方面详细阐述J市供电公司品牌建设的现状,同时指出存在的问题。继而利用SWOT模型分析J市供电公司品牌建设存在的优势与劣势,以及面临的机会与威胁,根据分析结果给出J市供电公司品牌建设的总体建议。最后,根据J市供电公司品牌建设所处的内外部环境,构建涵盖指导原则、工作抓手、工作维度、提升目标的J市供电公司品牌建设总体策略,并从品牌塑造、品牌传播、品牌维护、品牌保障等方面详细介绍品牌建设的具体方法。在品牌塑造方面,打造地域特色服务,加强与利益相关方的沟通,同时深化社会责任管理;在品牌传播方面,综合利用新媒体等传播手段,拓宽传播渠道,丰富正面传播内容;在品牌维护方面,建立舆情、信访、法律三位一体品牌维护工作机制;在品牌保障措施方面,健全工作体系,规范管理过程,提升队伍素质。本文通过对J市供电公司品牌建设工作的研究,旨在总结出电力体制改革背景下的品牌建设策略,丰富电力企业品牌化理论研究的案例。本文的研究成果不仅为J市供电公司品牌建设工作指明了方向,而且对其他供电公司开展品牌建设工作具有一定的借鉴意义。
[Abstract]:With the deepening of power system reform, the production and operation environment of power supply companies has changed. The introduction of the competition mechanism makes the competition facing the power supply companies more fierce. Brand building as an important means to improve the competitiveness of the company helps the company adapt to the changes in the market situation and achieve long-term development. On the basis of studying the relevant literature at home and abroad, this paper clarifies the connotation of power grid brand, expounds the SWOT model and the main stages and core contents of power grid brand construction. Then from the brand shaping, brand management, brand communication, brand maintenance and other aspects of the current situation of J City power supply company brand construction, and pointed out the existing problems. Then we use SWOT model to analyze the strengths and weaknesses of J power supply company brand construction, as well as the opportunities and threats faced by J power supply company. According to the analysis results, the author gives the overall suggestions of J power supply company brand construction. Finally, according to the internal and external environment of J City Power supply Company brand construction, build the overall strategy of J City Power supply Company brand construction, including guiding principle, work grasp, work dimension, promotion goal, and from brand shaping, brand communication. Brand maintenance, brand protection and other aspects of the specific methods of brand building. In the aspect of brand building, we should create regional characteristic service, strengthen communication with stakeholders, deepen social responsibility management, and comprehensively utilize new media and other means of communication in brand communication to broaden communication channels and enrich positive communication content. In the aspect of brand maintenance, we should establish the working mechanism of public opinion, petition and law, perfect the working system, standardize the management process and improve the quality of the team. Through the research on the brand construction of power supply company in J city, this paper aims to summarize the brand construction strategy under the background of electric power system reform, and enrich the case of brand theory research of electric power enterprise. The research results of this paper not only point out the direction of brand construction in J City Power supply Company, but also have some reference significance for other power supply companies to carry out brand building work.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.61
本文编号：2295898
[Abstract]:With the deepening of power system reform, the production and operation environment of power supply companies has changed. The introduction of the competition mechanism makes the competition facing the power supply companies more fierce. Brand building as an important means to improve the competitiveness of the company helps the company adapt to the changes in the market situation and achieve long-term development. On the basis of studying the relevant literature at home and abroad, this paper clarifies the connotation of power grid brand, expounds the SWOT model and the main stages and core contents of power grid brand construction. Then from the brand shaping, brand management, brand communication, brand maintenance and other aspects of the current situation of J City power supply company brand construction, and pointed out the existing problems. Then we use SWOT model to analyze the strengths and weaknesses of J power supply company brand construction, as well as the opportunities and threats faced by J power supply company. According to the analysis results, the author gives the overall suggestions of J power supply company brand construction. Finally, according to the internal and external environment of J City Power supply Company brand construction, build the overall strategy of J City Power supply Company brand construction, including guiding principle, work grasp, work dimension, promotion goal, and from brand shaping, brand communication. Brand maintenance, brand protection and other aspects of the specific methods of brand building. In the aspect of brand building, we should create regional characteristic service, strengthen communication with stakeholders, deepen social responsibility management, and comprehensively utilize new media and other means of communication in brand communication to broaden communication channels and enrich positive communication content. In the aspect of brand maintenance, we should establish the working mechanism of public opinion, petition and law, perfect the working system, standardize the management process and improve the quality of the team. Through the research on the brand construction of power supply company in J city, this paper aims to summarize the brand construction strategy under the background of electric power system reform, and enrich the case of brand theory research of electric power enterprise. The research results of this paper not only point out the direction of brand construction in J City Power supply Company, but also have some reference significance for other power supply companies to carry out brand building work.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.61
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