铁路运输品牌产品的品牌可持续成长力评价研究

发布时间：2018-06-20 08:24

本文选题：铁路运输品牌产品 + 品牌可持续成长　；参考：《中南大学》2012年硕士论文

【摘要】：随着各种运输方式的迅猛发展,运输市场竞争越来越激烈,提高核心竞争力和扩大市场份额已成为铁路企业当前面临的重大难题。为了让消费者在众多的运输产品中选择自己所提供的产品,铁路企业需要推出拥有强势品牌地位并能持久经营的运输产品,通过品牌获得消费者的认同,激发其购买欲望,坚定其购买信心,有效地构筑竞争防线,抵御竞争者的进攻。本文基于生命周期理论,系统研究了铁路运输品牌产品的品牌可持续成长规律。首先综述了品牌可持续成长研究的国内外相关理论和实践研究动向,在此基础上界定了铁路运输品牌产品的概念。其次阐述了品牌生命周期相关理论,引入品牌可持续成长的概念,从品牌营销和铁路运输产品特殊性两个方面分析铁路运输品牌产品品牌可持续成长力的影响因素,分别建立铁路旅客、货物运输品牌产品的品牌可持续成长力评价指标体系,并应用AHP-模糊综合评价方法对其进行评价。最后,以呼和浩特铁路局现有客、货运品牌产品为例进行实证分析,验证了品牌可持续成长力评价指标体系的科学性和全面性,并根据评价结果,从品牌基础能力、风险控制能力、服务能力、管理能力、市场能力等方面提出了呼和浩特铁路局客、货运品牌产品品牌可持续成长力的改进措施。
[Abstract]:With the rapid development of various modes of transportation, the competition of transportation market is becoming more and more fierce. Improving the core competitiveness and expanding the market share has become a major problem for railway enterprises. In order to make consumers choose their own products in a large number of transportation products, the railway enterprises need to launch a strong brand position and be able to hold the market. The long run of the transportation products, through the brand to obtain consumer identity, stimulate their desire to buy, firm their confidence in buying, effectively build a competitive line of defense, resist the attack of competitors.
Based on the life cycle theory, this paper systematically studies the law of brand sustainable growth of railway transportation brand products. First, it summarizes the relevant theories and practical research trends at home and abroad of the research on brand sustainable growth, and defines the concept of brand product of railway transportation on this basis. The concept of brand sustainable growth, from two aspects of brand marketing and railway transport product particularity analysis of the impact factors of the sustainable growth of brand brand product brand of railway transportation, establish brand sustainable growth evaluation index system of railway passenger and freight transportation brand products respectively, and apply AHP- fuzzy comprehensive evaluation method to it. In the end, taking the existing passenger and freight brand products of the Hohhot Railway Bureau as an example, the empirical analysis is carried out to verify the scientificity and comprehensiveness of the brand sustainable growth evaluation index system, and according to the results of the evaluation, it has been put forward from the aspects of brand basic ability, risk control ability, service ability, management ability, market ability and so on. Special railway bureau, passenger, freight brand product brand sustainable growth force improvement measures.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F532;F273.2

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