天津地铁公司服务品牌建设研究

发布时间：2018-01-02 11:15

本文关键词：天津地铁公司服务品牌建设研究　出处：《天津大学》2015年硕士论文　论文类型：学位论文

【摘要】：品牌是企业无形资产中重要的一部分,它不仅能够体现相关企业的经济性质、服务能力、产品质量,更能够代表一个企业的竞争能力和创新意识。从目前的研究来看,有关品牌的分析多数集中在实体产品的推销、包装上,由于品牌形象是厂商经由种种的品牌营销方式,在顾客心中树立品牌的消费认知,服务行业的品牌构建逐渐成为研究的重点,然而相关的研究与有形产品品牌构建相比相对较少。品牌形象为品牌联想的子集合,是关于品牌的一种知觉,反应在消费者记忆中的品牌联想,服务的直觉构建更离不开品牌构建的思维植入。这一现象吸引了许多学者及实务界人士兴趣,许多的研究侧重于分析服务品牌对服务业发展的重要性。本研究目的为建立品牌项目管理程序,以服务经营企业在进行品牌项目管理时的背景为参考,并以核心竞争价值为基础来发展品牌建立策略。在通过综述与品牌项目管理相关文献后,建立天津地铁服务品牌项目管理体系:首先,建立天津地铁服务品牌核心价值识别子系统——分析天津地铁服务企业运营理念,提取所在产业的核心价值,同时从消费者的角度归纳品牌知识;然后,提炼天津地铁服务品牌核心价值;再次,对天津地铁服务的整体品牌发展战略进行重新定位;最后,实施天津地铁服务品牌营销策略。本研究的分析过程主要采用简化的统计分析方式,旨在通过构建一种简单易懂的决策系统来帮助服务经营企业便捷的收集品牌项目管理的信息,从而分析自身产品的优势和劣势,权衡目标市场消费群体所关注的要素,继而把握品牌项目管理的关键因素。在根据收集到的信息来运营品牌策略并开展品牌营销活动,据此建立一个长期发展的品牌。
[Abstract]:Brand is an important part of the enterprise intangible assets, it can not only reflect the nature of the economy, the relevant enterprises in the service capabilities, product quality, more representative of an enterprise's competitive ability and innovation consciousness. From the present study, the majority of the brand analysis focus on the real product marketing, packaging, as the brand image is the manufacturer through various ways of brand marketing, brand consumer awareness in the minds of customers, the construction industry has become the focus of research of service brand, however, research related to the brand construction of tangible products less than the brand image. Brand Lenovo sub set, is a kind of perception about the brand, the reaction in consumer memory the brand Lenovo service, build a more intuitive thinking cannot do without the brand building of implantation. This phenomenon has attracted many scholars and practitioners interested in many studies Focusing on the importance of service brand for the development of service industry. The purpose of this study is to establish the brand project management program, to service enterprises in the brand project management background as a reference, and based on the key competitive value to develop the brand establishment strategy. Through the comprehensive project management and brand related literatures, the establishment of Tianjin the subway service brand project management system: first, the establishment of Tianjin subway service brand core value recognition subsystem -- Analysis of Tianjin metro service business philosophy, the core value of extraction industry, and concludes the brand knowledge from the consumer's point of view; then, refine the Tianjin subway service brand core value; thirdly, re positioning of the Tianjin subway service the overall brand development strategy; finally, the implementation of the Tianjin subway service brand marketing strategy analysis. This study mainly adopts the simplified process The statistical analysis, to collect the brand project management through the construction of a simple decision making system to help enterprises convenient information service, so as to analyze the advantages and disadvantages of their products, the elements balance target markets and consumer groups are concerned, and then grasp the key factors of the brand in the project management. According to the collected information the operation of the brand strategy and brand marketing activities, according to a long-term development of the brand building.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F572.6

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