中铁大桥局集团有限公司品牌营销策略研究
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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。
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.
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。
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.
引文
[1]余明阳,杨芳平.品牌学教程[M].复旦大学出版社,2005,9:p145-168
[2]余明阳主编.品牌学[M],安徽人民出版社,2002.11
[3]胡晓阳编著.如何进行品牌营销[M],北京大学出版社,2004.1
[4]丁邦清著.品牌成功链[M],机械工业出版社,2007.01
[5]苏勇,陈小平,品牌通鉴[M],上海人民出版社,2003
[6]Kevin Lane Keller.The Brand report Card[J].Harvard Business Review(Vol.78 Num.1,2001)
[7]邱红彬.论品牌定位系统及其应用[J].重庆商学院学报,2001.4
[8]郭玲,宋志国.浅谈品牌定位存在的问题及对策[J].管理现代化.2004,12:p6-7
[9]邱红彬.关于品牌定位几个理论问题的探讨[J].北京工商大学学报(社会科学版),2002年7月第4期,p36-38
[10]宋永高.品牌成功定位探秘[J].商业研究,2002.3
[11]许强,杨江.市场营销学概论[M],四川大学出版社,1995,12
[12]郑华著.桥梁建筑市场分析方法[M].电子工业出版社.2003.5
[13]菲利普·科特勒著,梅汝和等译.营销管理[M],中国人民大学出版社,2002
[14]麦克尔·A·西特等著,吕巍等译.战略管理[M],机械工业出版社,2002.7
[15]赵军.论品牌定位的形成机制[J].河北学刊,2004.3
[16]徐辉、樊帆.试论企业品牌文化建设[J].鄂州大学学报,2003年4月第2期,p28-30
[17]李彦亮.品牌文化营销探析.金融与经济[J],2006年第4期,p56-58
[18]赵丽英.论企业文化与品牌文化的关系[J],山西农业大学学报,[J],2000(1)
[19]李霞、吴蒙.浅谈品牌文化.邢台职业技术学院学报[J],2006年4月第2期,p64-67
[20]刘广东.现代企业文化建设的五个核心问题[J],企业文化与管理,2003年.9
[21]左臻.论品牌营销的误区与对策,《科技情报开发与经济》,2004.12
[22]吴佐夫编著.《品牌营销[M],中国华侨出版社,2002.4
[23]G.R.Foxali,The Substitutability of Brands.Managerial and Decision Economics(Vol.20 Num.5,1998.8)
[24]陈放.品牌学[M].北京:时事出版社,2002:29
[25]高辉.品牌形象理论和实证研究述评[J].现代管理科学,2007,1
[26]殷俊.CIS与品牌战略.江苏理工大学学报(社会科学版)[J],2000年第1期,p23-25
[27]刘惠子.品牌与CI.成都大学学报(社科版)[J],2003年第1期,p29-31
[28]Aaker,D.A.,Managing Brand Equity:Capitalizing on the value of a Brand Name[M],New York:The Free Press,1991.
[29]Geoffrey Randall,Do Your Own Market Research,1st ed.,Kogan Page Ltd.In association with Big Apple Tuttle Mori Agency,1997.
[30]Keller,Kevin Lane(1993),"Conceptualizing,Measuring,& Managing Customer-Based Brand Equity," Journal of Marketing,57,pp.1-22
[31]Biel,A.L.,Convening Image into Equity,Lawence Erlbaum Associates,1991.
[32]Park,C.W.,Joworski,B.J.,and D.J.MachInnis,“Strategic Brand Concept-Image Management,”Journal of Marketing,Vol.50,No.4,1986,pp.135-145.
[33]Dobni,D.and Zeithaml,V.A.,“In Search of Brand Image:A Foundation analysis.”In M.E.Goldberg,G.Gorn,and R.Pollay,ed.,Advances in Consumer Research[J],Provo,UT:Association for Consumer Research,Vol.17,1990,pp.110-119.
[34]Zeithaml,Valarie A.and Amna Kirmani,“Advertising,Perceived Quality,and Brand Image,” inAaker,David A.and Alexander L.Biel,eds.,Brand Equity and Advertising:Advertising's Role in Building Strong Brand,[J]Iowa City:Lawrence Erlbaum Associates,1993,pp.143-161.
[35]董秀春.品牌营销战略策划与设计[J],前沿,2004.9
[36]余明阳,杨芳平.品牌学教程[M].复旦大学出版社,2005年9月,p145-168
[37]唐·E·舒尔茨.整合行销传播[M].中国物价出版社,2002
[38]李忠宽.品牌形象的整合传播策略.管理科学[J],2003年4月第16卷第2期,P63-66
[39]朱瑞波.价值模块的虚拟再整和:以建筑产业为例[J],中国工业经济,2005,5
[40]建设部..中国建筑报[R],2004-2006年每期
[41]中国统计局.中国统计年鉴[R],2002-2006年
[42]建设部综合财务司,中国建筑业协会.2006年中国建筑业发展态势分析,2007,1
[43]中国统计局..2006年建筑业企业生产情况统计快报[R],2007,1
[44]苏姗.如何进行品牌管理[J].市场营销,2001(8):11
[45]李晓惠.试论企业形象的塑造对企业经营发展的重要性[J].渭南师范学院学报,2003,18(9):35-37
[46]魏坤.品牌传播中的标志设计[J].科技创业月刊,2006(3):126-127
[47]亨利·阿塞尔著.韩德昌等译.消费者行为和营销策略(第六版)[M].北京:机械工业出版社,2000:101
[48]林岚涛.指向性与知名度[J],品牌,2001.9
[48]邵兵家 余同奎等著.客户关系管理——理论与实践[M].清华大学出版社,2004,5(第一版)
[50]孔德洋.追求名牌的消费者心理探析[J],市场营销导刊,2000.3
[51]齐梅.推广对准目标市场[J].品牌,2001.8
[52]熊璐瑛,唐建立.塑造桥梁建筑品牌的策略分析[J],重庆工学院学报,2003.3
[53]杨岳全.市场营销策划[M].中国人民大学出版社,2000
[54]叶明海.品牌创新与品牌营销[M].上海:同济大学出版社,2001:2.
[55]何佳讯.品牌形象策划——透视品牌经营.上海:复旦大学出版社,2000:69
[56]李满玉.如何塑造企业的品牌形象[J].中国供销合作经济,2000(12):35-36.
[57]陈国宏.中小企业客户关系管理[J].黑龙江通信技术,2001,9(3):11-14
[58]ARC远擎管理顾问公司编.客户关系管理·深度解析—执行以客户为中心的企业转型策略[M],清华大学出版社,2004
[2]余明阳主编.品牌学[M],安徽人民出版社,2002.11
[3]胡晓阳编著.如何进行品牌营销[M],北京大学出版社,2004.1
[4]丁邦清著.品牌成功链[M],机械工业出版社,2007.01
[5]苏勇,陈小平,品牌通鉴[M],上海人民出版社,2003
[6]Kevin Lane Keller.The Brand report Card[J].Harvard Business Review(Vol.78 Num.1,2001)
[7]邱红彬.论品牌定位系统及其应用[J].重庆商学院学报,2001.4
[8]郭玲,宋志国.浅谈品牌定位存在的问题及对策[J].管理现代化.2004,12:p6-7
[9]邱红彬.关于品牌定位几个理论问题的探讨[J].北京工商大学学报(社会科学版),2002年7月第4期,p36-38
[10]宋永高.品牌成功定位探秘[J].商业研究,2002.3
[11]许强,杨江.市场营销学概论[M],四川大学出版社,1995,12
[12]郑华著.桥梁建筑市场分析方法[M].电子工业出版社.2003.5
[13]菲利普·科特勒著,梅汝和等译.营销管理[M],中国人民大学出版社,2002
[14]麦克尔·A·西特等著,吕巍等译.战略管理[M],机械工业出版社,2002.7
[15]赵军.论品牌定位的形成机制[J].河北学刊,2004.3
[16]徐辉、樊帆.试论企业品牌文化建设[J].鄂州大学学报,2003年4月第2期,p28-30
[17]李彦亮.品牌文化营销探析.金融与经济[J],2006年第4期,p56-58
[18]赵丽英.论企业文化与品牌文化的关系[J],山西农业大学学报,[J],2000(1)
[19]李霞、吴蒙.浅谈品牌文化.邢台职业技术学院学报[J],2006年4月第2期,p64-67
[20]刘广东.现代企业文化建设的五个核心问题[J],企业文化与管理,2003年.9
[21]左臻.论品牌营销的误区与对策,《科技情报开发与经济》,2004.12
[22]吴佐夫编著.《品牌营销[M],中国华侨出版社,2002.4
[23]G.R.Foxali,The Substitutability of Brands.Managerial and Decision Economics(Vol.20 Num.5,1998.8)
[24]陈放.品牌学[M].北京:时事出版社,2002:29
[25]高辉.品牌形象理论和实证研究述评[J].现代管理科学,2007,1
[26]殷俊.CIS与品牌战略.江苏理工大学学报(社会科学版)[J],2000年第1期,p23-25
[27]刘惠子.品牌与CI.成都大学学报(社科版)[J],2003年第1期,p29-31
[28]Aaker,D.A.,Managing Brand Equity:Capitalizing on the value of a Brand Name[M],New York:The Free Press,1991.
[29]Geoffrey Randall,Do Your Own Market Research,1st ed.,Kogan Page Ltd.In association with Big Apple Tuttle Mori Agency,1997.
[30]Keller,Kevin Lane(1993),"Conceptualizing,Measuring,& Managing Customer-Based Brand Equity," Journal of Marketing,57,pp.1-22
[31]Biel,A.L.,Convening Image into Equity,Lawence Erlbaum Associates,1991.
[32]Park,C.W.,Joworski,B.J.,and D.J.MachInnis,“Strategic Brand Concept-Image Management,”Journal of Marketing,Vol.50,No.4,1986,pp.135-145.
[33]Dobni,D.and Zeithaml,V.A.,“In Search of Brand Image:A Foundation analysis.”In M.E.Goldberg,G.Gorn,and R.Pollay,ed.,Advances in Consumer Research[J],Provo,UT:Association for Consumer Research,Vol.17,1990,pp.110-119.
[34]Zeithaml,Valarie A.and Amna Kirmani,“Advertising,Perceived Quality,and Brand Image,” inAaker,David A.and Alexander L.Biel,eds.,Brand Equity and Advertising:Advertising's Role in Building Strong Brand,[J]Iowa City:Lawrence Erlbaum Associates,1993,pp.143-161.
[35]董秀春.品牌营销战略策划与设计[J],前沿,2004.9
[36]余明阳,杨芳平.品牌学教程[M].复旦大学出版社,2005年9月,p145-168
[37]唐·E·舒尔茨.整合行销传播[M].中国物价出版社,2002
[38]李忠宽.品牌形象的整合传播策略.管理科学[J],2003年4月第16卷第2期,P63-66
[39]朱瑞波.价值模块的虚拟再整和:以建筑产业为例[J],中国工业经济,2005,5
[40]建设部..中国建筑报[R],2004-2006年每期
[41]中国统计局.中国统计年鉴[R],2002-2006年
[42]建设部综合财务司,中国建筑业协会.2006年中国建筑业发展态势分析,2007,1
[43]中国统计局..2006年建筑业企业生产情况统计快报[R],2007,1
[44]苏姗.如何进行品牌管理[J].市场营销,2001(8):11
[45]李晓惠.试论企业形象的塑造对企业经营发展的重要性[J].渭南师范学院学报,2003,18(9):35-37
[46]魏坤.品牌传播中的标志设计[J].科技创业月刊,2006(3):126-127
[47]亨利·阿塞尔著.韩德昌等译.消费者行为和营销策略(第六版)[M].北京:机械工业出版社,2000:101
[48]林岚涛.指向性与知名度[J],品牌,2001.9
[48]邵兵家 余同奎等著.客户关系管理——理论与实践[M].清华大学出版社,2004,5(第一版)
[50]孔德洋.追求名牌的消费者心理探析[J],市场营销导刊,2000.3
[51]齐梅.推广对准目标市场[J].品牌,2001.8
[52]熊璐瑛,唐建立.塑造桥梁建筑品牌的策略分析[J],重庆工学院学报,2003.3
[53]杨岳全.市场营销策划[M].中国人民大学出版社,2000
[54]叶明海.品牌创新与品牌营销[M].上海:同济大学出版社,2001:2.
[55]何佳讯.品牌形象策划——透视品牌经营.上海:复旦大学出版社,2000:69
[56]李满玉.如何塑造企业的品牌形象[J].中国供销合作经济,2000(12):35-36.
[57]陈国宏.中小企业客户关系管理[J].黑龙江通信技术,2001,9(3):11-14
[58]ARC远擎管理顾问公司编.客户关系管理·深度解析—执行以客户为中心的企业转型策略[M],清华大学出版社,2004