煤炭企业品牌竞争力的测度与提升研究

发布时间：2018-08-27 17:07

【摘要】： 品牌是市场经济的产物,品牌不仅是一个名称,一个形象,一个传播的问题,企业的所有经营行为都可以通过品牌来反映,品牌已经成为企业各种作为的综合体现,具有较强竞争力的品牌已经成为当今市场竞争的新主张。目前将品牌竞争力的相关理论应用到了煤炭企业当中的还基本上没有,本论文的创新点是:通过实地调研,将品牌竞争力的研究引入我国煤炭企业当中;将煤炭企业品牌竞争力置于运作环境及煤炭企业的运作平台上,从内部支撑和外部评价两个方面分析影响煤炭企业品牌竞争力大小的因素,力求得到更符合中国煤炭企业实际的品牌竞争力测度指标体系,并采用层次分析法和模糊综合评价法相结合的方法对其进行测度。本论文首先通过对品牌、品牌竞争力等相关理论的回顾,结合我国煤炭企业所面临的机会和威胁以及世界煤炭工业的发展趋势,分析了我国煤炭企业品牌竞争力比较弱的现状及存在的问题;其次通过实际调研从煤炭企业产品要素、煤炭企业技术创新、煤炭企业品牌管理能力、煤炭企业人力资源状况、煤炭企业文化、煤炭企业品牌市场竞争能力、煤炭企业经济效益、节能环保、社会评价、安全评价等方面提出了评价煤炭企业品牌竞争力强弱的内部支撑因素和外部评价因素,并用层次分析和模糊综合评价相结合的方法对煤炭企业的品牌竞争力进行了测度,建立了测度模型;最后根据对影响煤炭企业品牌竞争力强弱的因素的理解,从健全煤炭企业市场环境、增强意识、加强质量建设、加强技术创新等方面提出了煤炭企业提升煤炭企业品牌竞争力创建强势煤炭企业品牌的若干建议。实证分析方面,论文结合晋城煤业集团的实际情况对晋城煤业集团的品牌竞争力进行了测度并根据品牌竞争力的影响因素提出了相应的建议。
[Abstract]:Brand is the product of market economy. Brand is not only a name, an image, a problem of communication. All business behaviors of an enterprise can be reflected by brand. Brand has become a comprehensive embodiment of all kinds of enterprise actions. Strong competitive brand has become a new idea of market competition. At present, the related theory of brand competitiveness has been applied to coal enterprises. The innovation of this paper is: through field research, the research of brand competitiveness is introduced into the coal enterprises of our country; This paper puts the brand competitiveness of coal enterprises on the operating environment and the operating platform of coal enterprises, and analyzes the factors influencing the brand competitiveness of coal enterprises from the aspects of internal support and external evaluation. This paper tries to obtain a brand competitiveness measurement index system which is more in line with the actual situation of Chinese coal enterprises, and measures it by the combination of AHP and fuzzy comprehensive evaluation method. First of all, through the review of brand, brand competitiveness and other related theories, this paper combines the opportunities and threats faced by China's coal enterprises and the development trend of the world's coal industry. This paper analyzes the current situation and existing problems of the weak brand competitiveness of coal enterprises in our country. Secondly, through the actual investigation and investigation, it analyzes the factors of coal enterprises' products, the technological innovation of coal enterprises, the brand management ability of coal enterprises, and the human resources situation of coal enterprises. In the aspects of coal enterprise culture, coal enterprise brand market competition ability, coal enterprise economic benefit, energy saving and environmental protection, social evaluation, safety evaluation and so on, the internal supporting factors and external evaluation factors are put forward to evaluate the brand competitiveness of coal enterprises. With the combination of AHP and fuzzy comprehensive evaluation, the paper measures the brand competitiveness of coal enterprises, and establishes a measurement model. Finally, according to the understanding of the factors affecting the brand competitiveness of coal enterprises, From the aspects of perfecting the market environment, strengthening the consciousness, strengthening the quality construction and strengthening the technical innovation, the author puts forward some suggestions for the coal enterprises to promote the brand competitiveness of the coal enterprises and to create the strong brand of the coal enterprises. In the aspect of empirical analysis, the paper measures the brand competitiveness of Jincheng Coal Industry Group and puts forward corresponding suggestions according to the influencing factors of the brand competitiveness combined with the actual situation of Jincheng Coal Industry Group.
【学位授予单位】：河南理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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