对我国建筑检测机构品牌营销模式的研究

发布时间：2018-04-03 03:21

本文选题：建筑检测机构　切入点：品牌营销　出处：《贵州大学》2008年硕士论文

【摘要】： 建筑业是一个关系到国计民生的支柱性基础产业,是拉动经济发展速度的重要力量,作为建筑业的一个重要组成部分,工程质量检测行业随着全民质量意识的提高而不断被人重视。随着经济体制改革的不断深化,市场经济体制的逐渐完善。特别是国务院出台《关于经济鉴证类社会中介机构与政府部门实行脱钩改制的意见》(国办发[1999]92号)后为检测机构的改制,引入竞争机制,走市场化、社会化、专业化的中介服务性质的道路提供了发展的方向。由于定位的逐步明确,各类检测单位都开始着手进行转型改制。而在转型的阶段,如何能够在逐渐规范化、正规化的市场经济中,将市场营销理念中的品牌营销策略引入到建筑检测行业当中,真正使建筑检测机构转型成能够适应市场变化、快速成长发展,且真正做到公正、公平、准确、科学的检测机构,是时代的要求也是大势所趋。笔者在建筑科研检测企业工作多年,对建筑检测技术服务运作方式有较全面的了解,对我省建筑检测行业存在的问题有一定的了解,并且对市场营销、现代企业管理和品牌营销理论都有一定的研究,因此,希望通过以贵州省建筑检测中心品牌营销模式为案例,探索有效的建筑检测品牌营销模式的基础,以期为建筑检测行业的进一步发展提供一定的参考。
[Abstract]:The construction industry is a pillar basic industry related to the national economy and the people's livelihood. It is an important force in driving the economic development and an important component of the construction industry.Engineering quality testing industry with the improvement of national awareness of quality and continue to be valued.With the deepening of the economic system reform, the market economy system is gradually improved.In particular, the State Council issued the "opinions on the decoupling and restructuring of Economic Certification Social intermediary organizations from Government departments" (the State Office issued [1999] 92) to introduce a competitive mechanism, market-oriented and socialized for the reform of the inspection institutions.Specialized intermediary service nature of the road to provide the direction of development.As a result of positioning gradually clear, all kinds of testing units are beginning to reform the transition.In the stage of transformation, how can we introduce the brand marketing strategy of marketing concept into the construction inspection industry in the gradually standardized and regularized market economy, so that the building testing institutions can really be transformed to adapt to market changes?Rapid growth and development, and truly fair, fair, accurate, scientific testing institutions, is the requirements of the times is also the trend of the times.The author has been working in the construction research and testing enterprise for many years, and has a comprehensive understanding of the service mode of the building testing technology, and has a certain understanding of the problems existing in the construction inspection industry in our province, and also has a certain understanding of the marketing.Modern enterprise management and brand marketing theory have been studied to some extent. Therefore, we hope to explore the basis of effective brand marketing model of building inspection by taking the brand marketing model of Guizhou Construction Inspection Center as a case study.In order to provide a certain reference for the further development of building inspection industry.
【学位授予单位】：贵州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.92

【引证文献】