“三峡工程”品牌修复研究

发布时间：2018-01-13 19:05

本文关键词：“三峡工程”品牌修复研究　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：根据三峡工程近年来的舆情报告结果显示,目前三峡工程的品牌形象存在着比较严重的问题,国内外舆论环境“妖魔化”三峡工程情况严重。可以说从三峡工程投入使用二十年来,其面临的争议和质疑就不曾停止过,这主要是因为三峡集团在舆论管理问题上长期处于被动的局面,给各种谣言的传播提供了一定的客观条件。品牌形象是一个企业呈现在公众心目中的个性特征,是企业营销非常重要的一个组成部分,优质的品牌形象能够为企业带来竞争力和辨识度,是现代化企业运营中不可或缺的一环。本论文将以数据调查法和个案研究法为主要方法,以品牌管理学的角度展开研究,通过分析三峡品牌形象的各个方面,创建有效的战略品牌管理策略,为三峡工程进行品牌修复工作做好理论研究基础。本论文将在第一章说明进行三峡品牌形象修复研究的背景和意义,并确定本论文的研究方法和框架；第二章会详细阐述三峡工程从立项以来经历的舆论节点,整理不同阶段面临的舆论压力和应对方案,分析三峡工程现在面临的舆情环境,对现有舆论状况进行一个数据整理,提出主要的品牌修复方向和预期目标；第三章将列举并分析涉及三峡工程品牌形象构建的所有元素,整理进行品牌修复时可以利用的条件,确认面对问题的性质,明确哪些部分需要配合现实进行改善,哪些部分主要依托舆论引导；第四章研究的主要问题是本论文的重点,将针对修复三峡工程的品牌形象展开策划,确立以主动进行舆论引导,把握舆论主动权为方针的品牌修复方案,从企业正面形象确立,负面形象消弭,重大危机调控几个方面进行论述,并就品牌修复效果进行探讨；第五章对全文进行一个总结和展望。
[Abstract]:According to the results of the public opinion report of the three Gorges Project in recent years, there are serious problems in the brand image of the three Gorges Project at present. The situation of "demonizing" the three Gorges Project in the public opinion environment at home and abroad is serious. It can be said that since the three Gorges Project has been put into operation for 20 years, the disputes and doubts it faces have never stopped. This is mainly because the three Gorges Group has been in a passive situation on the issue of public opinion management for a long time, which provides certain objective conditions for the spread of various rumors. Brand image is the personality characteristic of an enterprise in the eyes of the public. Enterprise marketing is a very important part of the quality of the brand image can bring competitiveness and identification for the enterprise. This paper will take the data investigation method and the case study method as the main method, carries out the research with the brand management angle, through the analysis three Gorges brand image each aspect. To establish effective strategic brand management strategy for the three Gorges Project brand restoration work to do a good theoretical research foundation. This paper will explain the first chapter of the three Gorges brand image restoration research background and significance. And confirm the research method and frame of this paper; The second chapter will elaborate the three Gorges Project since the establishment of the public opinion node, sorting out the different stages of the pressure of public opinion and solutions, analysis of the three Gorges Project now facing the public opinion environment. Carries on a data collation to the present public opinion condition, proposes the main brand repair direction and the anticipated goal; The third chapter will list and analyze all the elements involved in the construction of brand image of the three Gorges Project, collate the conditions that can be used to repair the brand, confirm the nature of the problem. Clear which parts need to be improved with the reality, which parts mainly rely on the guidance of public opinion; The main problem of the 4th chapter is the focus of this paper. It will plan the brand image of the three Gorges Project, establish the brand restoration plan which takes the initiative of public opinion to guide and grasp the initiative of public opinion. From the establishment of the positive image of the enterprise, the elimination of the negative image, the adjustment and control of major crisis are discussed, and the effect of brand repair is discussed. Chapter 5th carries on a summary and prospect to the full text.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.92;F273.2

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