构建中冶成工企业集团品牌竞争力探讨

发布时间：2018-07-25 08:23

【摘要】： 本文通过对中冶成工品牌建设实践的介绍,讨论、阐述了品牌的定义、内涵、特征、作用。从而指导企业根据自身企业内部资源要素情况,外部环境及资源要素的能力,进行正确的品牌定位。在此基础上,就企业品牌竞争力的发展现状及存在的主要问题,应用波特竞争战略理论原理,通过调查和统计,分析了企业品牌竞争力的优、劣势,通过分析和研究,本文就构建中冶成工企业品牌竞争力提出了如下措施: 1、实施企业品牌竞争力建设的战略措施; 2、实施以质量管理为基础的品牌建设; 3、实施以企业文化建设支撑品牌发展的措施; 4、实施以创新为砝码的品牌竞争力建设; 5、实施以服务为重点的品牌维护建设。
[Abstract]:In this paper, the definition, connotation, characteristics and function of the brand are discussed through the introduction of the brand construction practice in China Metallurgical Industry. Therefore, it guides the enterprise to make correct brand positioning according to its internal resource elements, external environment and the ability of resource elements. On this basis, on the basis of the current situation of the development of enterprise brand competitiveness and the main problems, applying the theory of Porter competition strategy, through investigation and statistics, this paper analyzes the advantages and disadvantages of enterprise brand competitiveness, through analysis and research. This paper puts forward the following measures to build the brand competitiveness of China Metallurgical Industry: 1, the strategic measures to build the brand competitiveness of enterprises; 2, the implementation of brand construction based on quality management. Third, implement the measures to support the brand development with the enterprise culture construction; 4, carry out the brand competitive power construction with innovation as the weight; 5, carry out the brand maintenance construction which focuses on the service.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.3

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