辽电公司品牌建设项目实施效果评价研究

发布时间：2018-06-14 11:37

本文选题：品牌建设 + 品牌标识　；参考：《华北电力大学》2013年硕士论文

【摘要】：品牌不仅是企业的标志，而是企业核心的资产，是企业重要的管控和发展的手段。电网企业的发展过程中，通过品牌建设使品牌成为支撑企业发展的重要动力，在“优质服务是国家电网生命线”的大形势下，打造优质服务品牌，使之拉近供电企业与客户的距离，提高老百姓对电力企业的认知和信任，得到地方政府的支持和理解。在加快推广应用“国家电网”品牌标识的同时，辽电公司积极推广“国家电网”品牌的核心价值，突出特色与实效，为“国家电网”品牌不断丰富内涵、拓展外延、提升价值。本论文通过对国内外品牌理论的研究，重点介绍了品牌建设的过程理论，并基于品牌建设过程理论结合辽电公司“品牌提升年”项目的实施方案构建起包括标准化实施状况、品牌建设效果、项目实施过程、项目管理水平在内的评价指标体系，通过专家打分法以及层次分析法确定各一、二级指标权重，，并根据模糊综合评价的方法对辽电公司品牌建设项目进行评价。最后，对各一级指标评价结果的进行分析，发现辽电公司在品牌传播推广过程中的得分最低，在品牌资产管理方面也存在一定的改进空间，该项目总评价结果属于良好。本项研究为今后再次开展类似品牌建设项目提供一套系统的分析方法，并为“国家电网”品牌在辽电公司所在地区的知名度、美誉度的提升提供决策支持。
[Abstract]:Brand is not only the symbol of the enterprise, but also the core asset of the enterprise. In the process of development of power grid enterprises, brand becomes an important driving force to support the development of enterprises through brand construction. Under the situation that "high quality service is the lifeline of the national grid", the brand of high quality service is created. Make it close the distance between the power supply enterprise and the customer, improve the common people's cognition and trust to the electric power enterprise, get the support and understanding of the local government. While speeding up the application of the "State Grid" brand logo, Liao Power Company actively promotes the core value of the "State Grid" brand, highlights the characteristics and practical results, and continuously enriches the connotation, extends the extension, and promotes the value for the "State Grid" brand. Through the research of brand theory at home and abroad, this paper mainly introduces the process theory of brand building, and based on the theory of brand building process combined with the implementation scheme of "brand promotion year" project of Liaodian Company, it includes the status of standardization implementation. The evaluation index system of brand construction effect, project implementation process, project management level, through expert scoring method and analytic hierarchy process to determine the weight of each index, According to the fuzzy comprehensive evaluation method, the brand construction project of Liaodian Company is evaluated. Finally, through the analysis of the evaluation results of the first-level indicators, it is found that the Liaodian Company has the lowest score in the process of brand communication and promotion, and there is also room for improvement in the management of brand assets, and the overall evaluation result of the project is good. This study provides a systematic analysis method for the similar brand construction project in the future, and provides decision support for the promotion of the reputation and reputation of the State Grid brand in the area where the company is located.
【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

【参考文献】