中铁大桥局集团有限公司品牌营销策略研究

发布时间：2018-05-29 17:01

本文选题：中铁大桥局集团有限公司 + 品牌营销　；参考：《西安理工大学》2008年硕士论文

【摘要】： 市场经济体制下的企业,无论什么样的企业结构,都面临竞争。不同的行业结构,竞争的方式不同,有价格战、渠道战、资本战、技术战和品牌战等。改革开放以来,作为基础行业,建筑业得到了快速发展,已经成为拉动经济增长的主要动力之一。随着建筑业市场体制的不断完善,建筑业企业之间的竞争已经不再局限于技术、价格等方面的竞争,而开始步入品牌竞争的时代,如何在品牌竞争市场中取胜,已经成为众多建筑企业关注及研究的焦点。中铁大桥局集团有限公司为一个桥梁建设企业,计划经济时期属于寡头垄断下的资本技术企业,在市场经济不断完善,品牌竞争加剧的现在,企业已经充分认识到了品牌的重要性。本文在对中铁大桥局公司内部进行调研的基础上,分析公司所处的外部环境,以及公司品牌营销的现状,总结出中铁大桥局在品牌营销中主要存在品牌观念有待更新,缺乏专门的品牌管理部门,目标市场选择模糊,品牌宣传方面缺乏管理等问题,并针对市场要求提出公司实施品牌营销的必要性。随后,运用品牌定位、品牌形象设计及品牌传播等理论,为公司制定品牌营销策略。最后,为保证制定的品牌营销策略能够有效的实施,本文提出了树立全员强烈的“桥品牌”意识,建立跨职能的品牌经理制及构建客户服务体系等实施建议对策。目前,品牌营销在国有建筑业已经有了初步的发展,本论文提出的品牌营销策略对中铁大桥局拓展市场,提高核心竞争力具有一定的参考价值。另外,本论文的研究成果对其他同类建筑企业实施品牌营销也具有一定的借鉴意义。
[Abstract]:The enterprises under the market economy system, no matter what kind of enterprise structure, are faced with competition. Different industry structure, different ways of competition, such as price war, channel war, capital war, technology war and brand war. Since the reform and opening up, as a basic industry, the construction industry has been rapid development, has become one of the main driving force of economic growth. With the continuous improvement of the market system of the construction industry, the competition among the construction industry enterprises is no longer limited to the competition of technology and price, but begins to enter the era of brand competition, how to win in the market of brand competition. Has become the focus of attention and research of many construction enterprises. China Railway Bridge Bureau Group Co., Ltd. is a bridge construction enterprise. During the planned economy period, it belongs to the capital technology enterprise under the oligopoly. Now, when the market economy is constantly improving and the brand competition is intensifying, Enterprises have fully recognized the importance of the brand. Based on the internal investigation of China Railway Bridge Bureau, this paper analyzes the external environment of the company and the current situation of the company's brand marketing, and concludes that the main brand concept in the brand marketing of China Railway Bridge Bureau needs to be updated. Lack of special brand management department, vague choice of target market, lack of management in brand propaganda, and put forward the necessity of implementing brand marketing in view of market requirements. Then, brand positioning, brand image design and brand communication theory are used to establish brand marketing strategy for the company. Finally, in order to ensure the effective implementation of the brand marketing strategy, this paper puts forward some suggestions on how to establish a strong awareness of "bridge brand", establish a cross-functional brand manager system and build a customer service system. At present, the brand marketing in the state-owned construction industry has a preliminary development, this paper put forward the brand marketing strategy for China Railway Bridge Bureau to expand the market, improve the core competitiveness has a certain reference value. In addition, the research results of this paper also have some reference significance for other similar construction enterprises to implement brand marketing.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.92

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