中国电力国际发展有限公司品牌建设研究

发布时间：2018-03-19 01:00

本文选题：发电　切入点：企业文化　出处：《华北电力大学》2013年硕士论文　论文类型：学位论文

【摘要】：当今世界经济的发展,使企业从产品经营、资本经营过渡到品牌经营,一个企业能否成为行业品牌企业,既表明其经济实力和市场地位,又反映其持续发展能力的高低。2002年我国电力体制改革实施以来,发电市场已经实现主体多元化,初步形成竞争格局。在国内外市场激烈竞争的环境下,如何实施发电企业品牌战略,构建有特色的企业品牌,建立公平有序的市场竞争环境,具有非常重要的现实意义。本文首先从企业外部环境出发,针对电力体制改革以来的市场环境和竞争态势,研究分析国家关于品牌建设的--系列政策措施,阐明发电企业品牌建设将成为企业生存和发展的必然选择。在研究品牌基本理论的基础上,寻求适合我国发电企业品牌建设的理论依据,结合电力行业“产、供、销”同时完成的特殊性及其电力产品同质性,进一步论述我国发电企业品牌建设的实际意义。对我国企业品牌建设的现状,发电企业品牌建设的现状以及中国电力国际发展有限公司(简称：中电国际)品牌建设实际情况进行分析和诊断,借鉴有关企业品牌建设的成功经验和做法,采用战略态势分析法(SWOT)对中电国际品牌建设在市场环境下的机会、威胁、优势和劣势进行总结。经过全面研究和分析,为了全方位提升中电国际品牌的知名度、认知度和美誉度,累积品牌无形资产,构筑竞争壁垒,实现品牌的持续经营,结合中电国际的实际,对品牌建设进行全面规划.较为详细地制定了中电国际品牌建设的行动方案,包括品牌建设的阶段目标,主要行动计划,品牌建设的步骤和品牌建设的重点要求。
[Abstract]:With the development of the world economy nowadays, the enterprises can make the transition from product management, capital management to brand management, and whether an enterprise can become an industry brand enterprise shows its economic strength and market position. Since 2002, the electric power system reform in our country has realized the main body diversification, initially formed the competition pattern. In the domestic and foreign market fierce competition environment, the electricity generation market has already realized the main body diversification, initially forms the competition pattern under the domestic and foreign market intense competition environment. How to carry out the brand strategy of power generation enterprises, construct the enterprise brand with characteristics, and establish a fair and orderly market competition environment, has very important practical significance. In this paper, starting from the external environment of the enterprise, aiming at the market environment and the competition situation since the reform of the electric power system, this paper studies and analyzes the national policies and measures on brand building. It will be an inevitable choice for enterprises to survive and develop to clarify the brand construction of power generation enterprises. On the basis of studying the basic theory of brand, we seek the theoretical basis suitable for the brand construction of power generation enterprises in our country, and combine the particularity of "production, supply and marketing" in the electric power industry and the homogeneity of electric power products. Further discusses the actual significance of brand construction of power generation enterprises in China. The status quo of brand construction in power generation enterprises and the actual situation of brand construction in China Electric Power International Development Co., Ltd. (abbreviated as China Power International) are analyzed and diagnosed, and successful experiences and practices of brand building in relevant enterprises are used for reference. The strategic situation analysis method is used to summarize the opportunities, threats, strengths and weaknesses of CLP's international brand construction in the market environment. Through comprehensive research and analysis, in order to enhance the visibility, recognition and reputation of CLP's international brand in all directions, accumulate intangible assets of the brand, build up the barriers to competition, and realize the continuous management of the brand, combined with the reality of CLP International, The comprehensive planning of brand construction is carried out. The action plan of international brand construction of CLP is made in detail, including the stage goal of brand construction, the main action plan, the steps of brand building and the key requirements of brand construction.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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