基于“一带一路”的A公司品牌战略规划研究

发布时间：2019-06-05 18:20

【摘要】：自“一带一路”国家战略出台以来,国家相继颁布了一系列政策对“一带一路”倡议进行指导规划,相关国家也陆续推出各自的政策规划与“一带一路”倡议对接,我国各省市根据这一顶层战略也推出了具体的实施办法、细则。大量企业也紧跟时代潮流,把握这一历史性的机遇,根据国际国内相关政策制订各项符合公司发展的规划和战略。但是很多企业在竞争中并未重视企业的品牌战略规划,忽视了品牌的无形价值,导致企业竞争力不强。本文运用品牌战略规划相关理论,以A公司为例进行了品牌战略规划方面的具体分析研究,并提出了相应的解决方案。本文的研究对象A公司是一家有着60多年发展历史的国内大型铁路勘察设计企业,伴随“中国高铁”的发展,积累了雄厚的技术人才资源,“一带一路”倡议的落实为A公司铁路基建设计开发带来了巨大的发展机遇,但在国内外同类公司竞争中缺乏品牌效应,市场竞争力较弱,距同行业世界一流企业还有一定差距。因此,在“一带一路”倡议背景下分析探讨A公司的品牌战略规划势在必行。本文以A公司为研究对象,在品牌战略理论的指导下,运用宏观环境分析方法、行业竞争力分析法、SWOT企业优势分析工具,对A公司品牌发展现状和有关品牌战略实施的现状进行了综合讨论,客观呈现了 A公司在品牌战略上的薄弱环节和问题所在,明确了其品牌战略规划思路。在此内外部环境分析的基础上,结合A公司品牌战略规划思路,以A公司企业发展目标及整体行业发展目标为依据,构建了A公司品牌目标指标体系模型,在访问调查工作的基础上,使用层次分析方法确定了目标指标体系中各指标权重的分值。经过计算和综合考虑发现,A公司的品牌战略规划中,创新驱动,开放合作应是“一带一路”走出去战略中需要着重关注的目标,同时细化来看,业务结构调整具有较为重要的作用地位。因此,在品牌战略规划中,按照“聚焦主业”的原则,应加快国际市场开拓步伐,加大总承包、产品产业化等业务拓展力度,从而增强品牌质量管理。同时,品牌管理过程中,应注重品牌管理体系的完善,健全品牌控制维护机制,落实品牌绩效考核。最后,抢抓“一带一路”、互通互联、中国高铁“走出去”的历史机遇,借助“国家名片”“中国中铁”等品牌文化旗号,积极加快海外品牌管理人才培养、推进海外品牌属地发展。据此,本文制定了 A公司品牌战略实施的相应的保障措施。本文通过品牌战略管理理论在“一带一路”倡议背景下对A公司品牌规划进行了分析,分析了当前铁路设计企业的品牌发展现状及其存在的优势劣势,根据层次分析法分析得出公司的品牌战略构想,为A公司提供了一种可行的品牌战略规划和实施方案,对于同类企业有一定的借鉴和参考价值。
[Abstract]:Since the introduction of the "Belt and Road Initiative" national strategy, the state has promulgated a series of policies to guide and plan the "Belt and Road Initiative" initiative, and the relevant countries have also launched their respective policy plans to link up with the "Belt and Road Initiative" initiative. According to this top-level strategy, provinces and cities in China have also introduced specific implementation methods and detailed rules. A large number of enterprises also follow the trend of the times, seize this historic opportunity, according to the relevant international and domestic policies to formulate various plans and strategies in line with the development of the company. However, many enterprises do not attach importance to the brand strategic planning in the competition, neglecting the intangible value of the brand, resulting in the competitiveness of enterprises is not strong. Based on the theory of brand strategic planning, this paper takes Company A as an example to analyze and study the brand strategic planning, and puts forward the corresponding solutions. Company A, the research object of this paper, is a large domestic railway survey and design enterprise with a history of more than 60 years. With the development of "China High Speed Railway", it has accumulated abundant technical talent resources. The implementation of the "Belt and Road Initiative" initiative has brought great opportunities for the design and development of railway infrastructure in Company A, but it lacks brand effect and weak market competitiveness in the competition of similar companies at home and abroad. There is still a certain gap between the world-class enterprises in the same industry. Therefore, under the background of Belt and Road Initiative initiative, it is imperative to analyze and discuss the brand strategic planning of A company. This paper takes A company as the research object, under the guidance of brand strategy theory, uses the macro environment analysis method, the industry competitiveness analysis method, the SWOT enterprise advantage analysis tool, This paper makes a comprehensive discussion on the present situation of brand development and the implementation of brand strategy in Company A, objectively presents the weak links and problems in the brand strategy of Company A, and clarifies the train of thought of its brand strategic planning. On the basis of the analysis of internal and external environment, combined with the idea of brand strategic planning of company A, based on the enterprise development goal of company A and the development goal of the whole industry, the index system model of brand target of company A is constructed. On the basis of visiting and investigating work, the score of each index weight in the target index system is determined by analytic hierarchy process (AHP). After calculation and comprehensive consideration, it is found that in the brand strategic planning of Company A, innovation-driven, open cooperation should be the goal that needs to be paid attention to in the "Belt and Road Initiative" going out strategy, at the same time, look at it in detail. Business structure adjustment plays an important role. Therefore, in the brand strategic planning, according to the principle of "focusing on the main business", we should speed up the pace of international market development, increase the general contracting, product industrialization and other business expansion, so as to enhance brand quality management. At the same time, in the process of brand management, we should pay attention to the improvement of brand management system, perfect brand control and maintenance mechanism, and implement brand performance appraisal. Finally, we should seize the historical opportunities of "Belt and Road Initiative", interconnectedness, and "go out" of China's high-speed rail, and actively speed up the training of overseas brand management talents with the help of "national business cards", "China Railway" and other brand cultural flags. Promote the development of overseas brands. Based on this, this paper formulates the corresponding safeguard measures for the implementation of A company brand strategy. Based on the theory of brand strategic management, this paper analyzes the brand planning of Company A under the background of "Belt and Road Initiative" initiative, and analyzes the present situation of brand development and its advantages and disadvantages of railway design enterprises. According to the analysis of analytic hierarchy process (AHP), the brand strategy conception of the company is obtained, which provides a feasible brand strategic planning and implementation scheme for A company, and has certain reference value for the same kind of enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.92

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