【作者】 郭荣春；

【导师】 王保利；

【作者基本信息】 西安理工大学 ， 工商管理， 2008， 硕士

【摘要】 市场经济体制下的企业,无论什么样的企业结构,都面临竞争。不同的行业结构,竞争的方式不同,有价格战、渠道战、资本战、技术战和品牌战等。改革开放以来,作为基础行业,建筑业得到了快速发展,已经成为拉动经济增长的主要动力之一。随着建筑业市场体制的不断完善,建筑业企业之间的竞争已经不再局限于技术、价格等方面的竞争,而开始步入品牌竞争的时代,如何在品牌竞争市场中取胜,已经成为众多建筑企业关注及研究的焦点。中铁大桥局集团有限公司为一个桥梁建设企业,计划经济时期属于寡头垄断下的资本技术企业,在市场经济不断完善,品牌竞争加剧的现在,企业已经充分认识到了品牌的重要性。本文在对中铁大桥局公司内部进行调研的基础上,分析公司所处的外部环境,以及公司品牌营销的现状,总结出中铁大桥局在品牌营销中主要存在品牌观念有待更新,缺乏专门的品牌管理部门,目标市场选择模糊,品牌宣传方面缺乏管理等问题,并针对市场要求提出公司实施品牌营销的必要性。随后,运用品牌定位、品牌形象设计及品牌传播等理论,为公司制定品牌营销策略。最后,为保证制定的品牌营销策略能够有效的实施,本文提出了树立全员强烈的“桥品牌”意识,建立跨职能的品牌经理制及构建客户服务体系等实施建议对策。目前,品牌营销在国有建筑业已经有了初步的发展,本论文提出的品牌营销策略对中铁大桥局拓展市场,提高核心竞争力具有一定的参考价值。另外,本论文的研究成果对其他同类建筑企业实施品牌营销也具有一定的借鉴意义。更多还原

【Abstract】 No matter what the structure of the enterprises, are facing competition under market economic system,. Different industry structure with different competition ways, such as price war, channel war, war of capital, technology and brand warfare, and so on. Since reform and opening up, as a basis industry of our country’s economy, the construction industry have developed rapidly, has become the main driving force to stimulating economic growth. With the construction market system of continuous improvement, the construction industry competition among enterprises is no longer confined to the technology, price competition and other aspects, and has entered the era of brand competition, how to win in the competitive market brands has become many Construction Enterprise concern and the focus of research.The study object in this paper——the China ZhongTie major bridge engineering group Co., Ltd. is an oligopoly of capital infrastructure construction company, The planned economy period of oligopoly of capital-and technology enterprises in the market economy continues to improve, brand more competitive now, enterprises have come to fully realize the importance of the brand. In this paper, on the basis of the internal investigation of China ZhongTie major bridge engineering group Co., Ltd. and analysis of the external environment, then the paper found the brand marketing problems which existing in the company. And paper thinks the demands of the market the company is the need for the implementation of brand marketing. Subsequently, the paper use the theories such as brand positioning, brand image, design and brand communication theory and so on, and developed some brand marketing strategies for the company. Finally, to ensure the brand marketing strategies can be implemented effectively, this paper presents the corresponding implementation of the proposed measures.Currently, brand marketing in the industry already have preliminary development, the paper put the brand marketing strategy for the expansion of Iron Bridge markets, and enhance the core competitiveness of a certain reference value. In addition, the results of this paper can be used as reference significance for other similar construction enterprises’ brand marketing.更多还原