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论文编号：	15609
作者编号：	2320233798
上传时间：	2025/12/8 11:01:33
中文题目：	中交建筑集团有限公司品牌战略研究
英文题目：	Brand strategy research of China Communications Construction Group Co., LTD
指导老师：	杜建刚
中文关键字：	品牌；建筑行业；央企；品牌战略
英文关键字：	Brand；Construction industry；Central enterprises；Brand strategy
中文摘要：	在这个绿色化、智能化、可持续发展的新时代，建筑不仅是居住与工作的场所，已逐渐发展为科技与环保的融合体。此外，深化建筑业改革，推动高质量发展已经成为建筑行业发展的重要任务，而加强“品牌建设”则成为这一任务的重要内容。 当前，随着建筑行业深度调整，市场竞争与企业生存压力显著提升，国有建筑央企普遍面临业务结构同质化、盈利空间收窄等现实挑战。作为国家重大基础设施建设、战略工程实施的主力军，加强品牌建设不仅可以提升企业竞争力、避免同质化竞争、构建长期竞争壁垒，也可以成为企业传递技术实力、社会责任与文化理念的重要载体，更是企业响应国家高质量发展战略、履行国有企业在民生保障、绿色发展等领域社会责任的外在体现，是助力“中国建造”走向国际、增强行业话语权的有效举措。 本文以中交建筑集团有限公司（简称“中交建筑集团”）为研究对象。首先，运用环境分析理论对中交建筑集团所处的建筑行业进行宏观环境和竞争现状进行详细分析，并结合上述分析结果对企业整体发展情况进行分析；其次，选取与中交建筑集团有过深度合作、且能代表其不同业务板块的客户，进行半结构化深度访谈，形成客户视角的企业品牌现状分析，同时对集团内掌管战略、市场、技术、运营与财务的核心高管进行访谈，深入了解他们对企业品牌现状的评价、品牌战略的顶层思考以及对未来品牌愿景的构想，并分析高管与客户对企业品牌认知的差异性；最后，综合环境分析、竞争对手分析和访谈分析的内容，从品牌差异化与定位、品牌规划与设计、品牌价值与传播和品牌拓展与延伸四个角度提出品牌改进策略，并从文化、组织、人力、技术等方面提出相应的品牌战略实施保障措施。希望对中交建筑集团的品牌发展提供切实可行的参考，助力企业提升品牌竞争力与市场价值。同时，也希望能为同类建筑央企的品牌建设提供一定的借鉴意义。
英文摘要：	In this new era of green development, intelligentization, and sustainable growth, buildings are evolving beyond mere residential and working spaces into integrated hubs of technology and environmental protection.Furthermore, deepening reforms in the construction industry and promoting high-quality development have become crucial priorities for the sector, with brand building emerging as a key component of this mission. Currently, with the deep restructuring of the construction industry, market competition and corporate survival pressures have significantly increased, and state-owned central construction enterprises generally face practical challenges such as homogenization of business structures and narrowing profit margins.As the main force in national major infrastructure construction and strategic project implementation, strengthening brand building can not only enhance corporate competitiveness, avoid homogenized competition, and establish long-term competitive barriers, but also serve as an important vehicle for enterprises to convey technical capabilities, social responsibilities, and cultural values. Moreover, it represents an external manifestation of enterprises 'response to the national high-quality development strategy and fulfillment of state-owned enterprises' social responsibilities in areas such as livelihood security and green development. This initiative is an effective measure to help "China Construction" go global and strengthen the industry's discourse power. This study focuses on China Communications Construction Company Limited (CCCC). First, through environmental analysis theory, we conduct a detailed examination of the macro environment and competitive landscape within the construction industry where CCCC operates. The findings are then integrated to analyze the company's overall development status.Secondly, select customers who have had in-depth cooperation with CCCC Construction Group and can represent its different business segments to conduct semi-structured in-depth interviews, and form an analysis of the current situation of enterprise brand from the perspective of customers.Meanwhile, interviews were conducted with key executives overseeing strategy, marketing, technology, operations, and finance within the group to gain in-depth insights into their assessments of the current brand status, high-level considerations of brand strategy, and visions for future brand development.And analyze the differences between executives and customers' perceptions of corporate brands.Finally, based on the content of comprehensive environmental analysis, competitor analysis and interview analysis, this paper puts forward brand improvement strategies from four perspectives: brand differentiation and positioning, brand planning and design, brand value and communication, and brand expansion and extension. Corresponding implementation guarantee measures are put forward from aspects of culture, organization, human resources and technology.It is hoped that this research will provide practical references for the brand development of China Communications Construction Group (CCCC), helping the enterprise enhance brand competitiveness and market value. Simultaneously, it aims to offer valuable insights for brand-building initiatives among similar central state-owned construction enterprises.
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