郑州市保安服务公司品牌建设研究

发布时间：2018-04-21 09:02

本文选题：品牌建设 + 品牌定位　；参考：《西安理工大学》2017年硕士论文

【摘要】：作为人民安居乐业的保障,社会的安全和稳定是基础。保安业是现代安全服务业,是社会的治安力量。在过去大部分时间,中国保安市场是由行政执法部门垄断经营,企业本质上不是市场服务,而是辅助管理。2010年施行的《保安服务管理条例》,打破了这种体制和局面,国内符合一定标准和资质的企业都可以进入保安服务领域。目前全国保安企业已达6000多家,保安员700多万人,市场规模超过千亿元。保安服务业服务企业之多、人数之广、区域之分散是其明显特点,而品牌建设尚未得到重视。对于竞争日趋激烈的保安市场,将引导保安企业由服务质量和服务价格的竞争逐步发展到品牌建设和市场开拓上。郑州市保安服务公司是国内最早成立的三家保安服务公司之一,主要服务于河南省内的党政机关、企事业单位和社区,区域影响力很强,但在全国市场影响力偏弱,与“全国一流”的品牌目标有较大差距。本文在综述品牌建设相关理论的基础上,结合郑州保安公司的实际情况,从其品牌建设现状找出郑州保安在品牌建设方面存在的不足;然后从政治、经济、社会和技术环境以及竞争者分析和顾客分析找出公司发展的机会和威胁,从公司介绍和自身分析找出其优势和劣势,并进行了 SWOT矩阵分析。在此基础上,对郑州保安的市场进行细分,选择了目标市场,明确了郑州保安的品牌定位,重点制定了郑州保安公司的品牌建设优化策略,包括品牌形象设计、品牌传播以及品牌管理策略。最后,提出了品牌建设策略的实施建议,包括:树立全员品牌意识、成立专门的品牌建设部门、组建专业的品牌建设团队、落实公司品牌传播方案以及打造高素质服务型保安队伍。保安行业市场化时间相对较短,品牌建设刚刚开始。本文的研究,对郑州保安公司品牌建设具有一定的现实意义,对其他保安服务企业品牌建设也具有一定的参考价值。
[Abstract]:As a guarantee for people to live and work in peace and contentment, social security and stability are the foundation. Security industry is a modern security service industry and a social security force. For most of the past, China's security market was monopolized by administrative law enforcement departments, and enterprises were essentially not market services, but auxiliary managements.The "regulations on the Management of Security Services", which came into effect in 2010, have broken this system and situation. Domestic enterprises that meet certain standards and qualifications can enter the field of security services. At present, the national security enterprises have reached more than 6000, security guards more than 7 million people, the market size of more than 100 billion yuan. The large number of security service enterprises, the wide number of enterprises and the dispersion of regions are its obvious characteristics, but brand building has not been paid attention to. For the increasingly competitive security market, it will lead the security enterprises to gradually develop from the competition of service quality and service price to brand construction and market development. Zhengzhou Security Service Company is one of the first three security service companies established in China. It mainly serves the party and government organs, enterprises, institutions and communities in Henan Province. The regional influence is very strong, but its influence is weak in the national market. With the "national first-class" brand goal has a big gap. On the basis of summarizing the related theories of brand construction, combined with the actual situation of Zhengzhou Security Company, this paper finds out the deficiency of Zhengzhou security company in brand construction from the current situation of its brand construction, and then from the political, economic, Social and technical environment, competitor analysis and customer analysis to find out the opportunities and threats of the company's development, from the company introduction and self-analysis to find out its strengths and weaknesses, and SWOT matrix analysis. On the basis of this, the market of Zhengzhou security company is subdivided, the target market is selected, the brand positioning of Zhengzhou security company is defined, and the optimization strategy of Zhengzhou security company's brand construction, including brand image design, is formulated. Brand communication and brand management strategy. Finally, the author puts forward some suggestions for the implementation of the brand building strategy, including: establishing the brand awareness of the whole staff, setting up a special brand building department, setting up a professional brand building team, Implement the company's brand communication program and create a high-quality service security team. Security industry marketization time is relatively short, brand construction has just begun. The research in this paper is of practical significance to the brand construction of Zhengzhou Security Company, and also has certain reference value to the brand construction of other security service enterprises.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F719

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