建筑企业品牌塑造与运营研究-管理科学与工程专业论文.docxVIP

哈尔滨工业大学管理学硕士学位论文 哈尔滨工业大学管理学硕士学位论文 Abstract The construction industry in China has been involved in the new age of brand competition. The marketing environment of the industry is undergoing considerable transformation. And the most important part is that the brand system of construction industry should be set up. More and more construction enterprises have paid attention to brand marketing. On the other hand, the present managers and scholars generally have some confused ideas about the theory in sphere of construction enterprise brand learning. When all is said and done, it is to be a long way between today and future. We have to confront the reality of the branding of construction industry, the challenge that we have never meet. The study in this paper is involved in establishment and management of construction enterprise brand. It is based on branding theory, and utilizing social science methods，such as document study and investigating analysis. The first step is to define the proposition establishment and management of construction enterprise brand. It includes brand ideas, the constitute of construction enterprise brand, brand value，the administrative decision on brand name，the orientation of brand, brand image, brand property management, brand maintenance, and some other relative studies. By analyzing the contents above all, we can find out the features of construction enterprise brand, and the ways of managing the brand in construction enterprise in competitive market. Keywords construction enterprise； establishment of brand； management of brand II - - PAGE IV - 目录 第 1 章 绪论 1 1.1 课题背景 1 1.2 国内外研究现状 2 1.2.1 国内品牌理论研究现状 2 1.2.2 国外品牌理论研究现状 3 1.3 本文研究的意义 6 1.4 研究的主要内容和方法 7 第 2 章 建筑企业品牌概述 8 2.1 品牌及品牌价值 8 2.1.1 品牌的基本概念、内涵及外延 8 2.1.2 品牌的发展历程 10 2.1.3 品牌价值 12 2.1.4 品牌价值评估理论 13 2.2 建筑企业品牌 15 2.2.1 建筑企业品牌的内涵和特殊性 15 2.2.2 建筑企业品牌的要素及结构关系 16 2.2.3 建筑企业品牌的价值及附加价值 19 2.2.4 我国建筑企业品牌经营的现状 20 2.2.5 建筑企业品牌经营滞后的原因 21 2.3 本章小结 22 第 3 章 建筑企业品牌塑造 23 3.1 建筑企业品牌化决