煤炭企业品牌战略研究-企业管理专业毕业论文.docxVIP

PAGE PAGE 3 摘要 煤炭作为基础能源，在我国能源供给结构中处于重要战略地位。由于长期 受计划经济体制的影响，我国的煤炭企业只重生产而忽略销售。随着煤炭企业 产能的提升，无序竞争、盲目开采已越来越不适应市场。为了有效地提高我国 煤炭企业的市场竞争力，必须改变原有经营模式和发展战略，结合行业特殊性 和产品的同质性选择适应自己生存和发展的道路和模式。本文在煤炭企业的内 外部环境分析的基础上提出了实施品牌战略是煤炭企业目前较佳的选择。 本文从理论分析入手结合煤炭企业的实际，利用西方经济理论和品牌管理理 论有益成分，运用规范分析和实证分析法对煤炭企业品牌战略进行了系统研究。 本文首先通过对煤炭企业品牌战略的内涵、构成要素进行分析，结合煤炭 企业品牌战略的现状及存在的问题，在综合考虑煤炭企业实施品牌战略的影响 因素的基础上，尝试沿着品牌化决策——品牌模式选择——品牌识别界定—— 品牌延伸规划——品牌管理规划——品牌维护的思路构建煤炭企业品牌战略的 初步研究框架，使煤炭企业品牌在实施中能够更好的促进煤炭企业的健康发展。 为提升煤炭企业的市场竞争力，本文特别提出在品牌战略的指引下提升煤炭企 业竞争力的相应对策，最后以山西省大同煤矿集团有限责任公司为例，对品牌 战略的实施进行分析和判断，并据此找出存在的问题，最后提出消除问题的建 议与对策。希望这一研究能够充实理论界对煤炭企业品牌战略的研究，并对建 设和实施煤炭企业品牌战略提供一些方法指导和决策参考。 【关键词】煤炭企业 品牌战略 创新 核心竞争 Abstract Coal is Chinas basic energy, which has important strategic position in Chinas energy supply structure. Because of impact of the long-term planned economic system, Chinas coal enterprises only attach importance to the production but not sales. At the process of market-oriented, with production capacity of coal enterprises to upgrade, disorderly competition and blind mining ha ve become increasingly unsuited to the market. Chinas coal in order to effectively improve the market competitiveness of enterprises, we must change the existing business model and development strategy, combined with the specificity of the industry and the homogeneity of product select their own roads and patterns to adapt to the survival and development. In this paper, coal enterprises based on internal and external environmental analysis to propose that the implementation of brand strategy of coal enterprises are currently the better choice. In this paper, starting from the theoretical analysis, combined with the actual coal enterprises, the use of Western economic theory and the theory of brand management beneficial ingredients, the use of normative analysis and empirical analysis, we do a systematic research on brand strategy for the coal enterprises. In this article, firstly analysis the connotation of the coal enterprises brand stra