天津港H公司品牌建设研究

发布时间：2018-08-05 17:47

【摘要】：天津港H公司成立于2009年,自成立以来天津港H公司取得了巨大的成果,但是,在取得发展成果的同时也面临着来自多方面的压力。首先,天津港H公司坐落在环渤海经济圈内,目前环渤海经济圈内大小港口总共有60多个,以装卸件杂货为业务的码头数目更多,尤其是天津港H公司周边的码头,各码头之间为争揽货源,彼此之间竞争激烈。其次,现在国家大力推进经济增长方式转变,由出口拉动向出口、消费、投资协调发展转变,那么给以出口为主营业务的码头造成了一定的冲击。再次,出口环境不稳定,市场环境和政策环境,例如价格波动、退税政策变化和国外反倾销等。最后,同属天津港集团旗下的分公司和临港码头于天津港H公司比邻,彼此之间面临的客户、辐射的地域几乎相同,竞争更加激烈。以上种种给天津港H公司继续以良好势头的发展带来了阻力,如何摆脱压力,提高自身的核心竞争力是天津港H公司当前面临的主要任务。在现代企业经营管理中,如何将自身的资源发挥最大的效果,推动企业更快、更稳的发展,品牌的重要性日益凸显,那么如何创建、营销自身的品牌显得非常要。天津港H公司在经营管理中总结了很多经验,同时自身经营业务的配套设施也是同行业屈指可数的,如何发挥这些资源的作用,天津港H公司需要找寻一种新的途径。通过阅读大量品牌的著作和港口发展相关的文献以及结合天津港H公司自身的条件了解到,创建自身品牌是天津港H公司摆脱压力、发挥自身资源最大化的一种行之有效的途径。本文意在帮助天津港H公司探讨一条适合其创建企业品牌的道路,将自身的经验和优势最大化,在众多的港口竞争中取得优势。
[Abstract]:Tianjin Port H Company was founded in 2009. Since its establishment, Tianjin Port H Company has made great achievements, but at the same time, it is facing the pressure from many aspects. First of all, Tianjin Port H Company is located in the Bohai Rim Economic Circle. At present, there are more than 60 ports and ports in the Bohai Sea Economic Circle. The number of terminals engaged in handling groceries is even greater, especially the terminals around Tianjin Port H Company. There is a fierce competition between the wharves for the supply of goods. Secondly, now the country is vigorously promoting the transformation of economic growth mode, from export to export, consumption, investment coordinated development, then to export as the main business wharf has caused a certain impact. Thirdly, the export environment is unstable, the market environment and policy environment, such as price fluctuation, tax rebate policy change and foreign anti-dumping and so on. Finally, the same branch of Tianjin Port Group and port terminal in Tianjin Port H company neighbors, each other facing customers, radiation almost the same region, competition is more intense. All these have brought resistance to the development of Tianjin Port H Company with good momentum. How to get rid of the pressure and improve its core competitiveness is the main task of Tianjin Port H Company at present. In modern enterprise management, how to give full play to their own resources, promote the development of enterprises faster and more stable, the importance of the brand is increasingly prominent, so how to create, marketing their own brand is very important. Tianjin Port H Company has summed up a lot of experience in its operation and management, at the same time, the supporting facilities of its own business operation are also few in the same industry. How to play the role of these resources, Tianjin Port H Company needs to find a new way. Through reading a large number of works on brands and related documents on port development and combining with the conditions of Tianjin Port H Company, we know that to create our own brand is to get rid of the pressure of Tianjin Port H Company. To maximize their own resources is an effective way. The purpose of this paper is to help Tianjin Port H Company to explore a suitable way for it to establish enterprise brand, maximize its own experience and advantages, and gain advantages in numerous port competition.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F552.6;F273.2

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