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论文编号：	2393
作者编号：	2220090869
上传时间：	2010/6/10 9:02:32
中文题目：	海门安装公司品牌塑造与维护研究
英文题目：	Brand Building and Maintenance of Haimen Installation Company
指导老师：	韩经纶
中文关键字：	关键词：海门安装公司，品牌定位，品牌塑造，品牌维护
英文关键字：	Keywords: Haimen installation company, Brand Orientation, Brand Building, Brand Maintenance
中文摘要：	改革开放以来，中国在经济方面取得巨大的发展，同时我国建筑安装企业生产规模也在不断扩大，技术装备水平逐年提高，施工能力显著增强，在全国经济总量中所占的比重不断提高。同时，也存在一些不容忽视的问题，制约了建筑安装企业进一步做大做强。 “百年大计，质量第一”是我国建筑安装企业的质量方针。随着经济体制从计划经济向市场经济的转变，建筑安装企业被推向市场，参与了激烈的市场竞争。通过社会实践，建筑安装企业认识到企业要提高效益，首先必须要有市场，企业要有市场，则必须依靠过硬的工程质量。工程质量的优劣，是建筑安装企业赖以生存及发展的关键。 无数事实证明，建筑安装企业要想在激烈的市场竞争中立于不败之地，就必须树立良好的企业形象，而良好的企业形象则源于企业的优质产品及其品牌。品牌是企业形象的集中展示，了解品牌就是了解企业的最佳途径。通过品牌可使消费者更直接的了解企业的优势。有鉴于此，本文首先在第一章中论述了论文的研究意义、内容及研究方法；然后，文章的第二章对相应理论进行了简要回顾及评述；在此基础上，第三章对海门安装公司的品牌决策与定位、作了深入的分析；第四章以海门市设备安装工程有限公司青岛分公司为例（以下简称海门安装），从质量、管理、服务、信誉等方面对其品牌塑造与运营进行了具体分析；第五章对品牌的推广与维护作了具体的论述；最后，是本文的结论与展望。本文的研究成果对海门安装及其相关企业有较强的实际参考价值。
英文摘要：	Since China’s reform and opening to outside world, China has achieved great economic developments.It becomes more and more obvious that the production scale enlarges, technical equipment enhances, constructability reinforces and it now contributes more and more to the total amount of the national economy. However, some problems which restrict further development still exist. Quality first is the principle for the construction enterprises. Construction enterprises are put into the market and receive fierce competition with the transition from planned economy to market economy. It should be aware that an enterprise should be marketable before it makes profits through social practice. And it will be easy for an enterprise to get the market with perfect construction quality. The pros and cons of the project quality is the key for our construction companies to survival and develop. Countless facts have proved that if construction and installation companies want to win in the fierce market competition, they must set up the good enterprise image. However the good enterprise image comes from the high quality product and its brand. The brand is the concentrated display of the enterprise image. Brand exhibition is the best way to understand the enterprise. Through the brand, consumers can make more directly understanding about the advantage of the enterprise. In view of this, firstly, chapter one of this thesis discussed the significance、content and method of the research; then, chapter two made some brief review and comments on the corresponding theory; the third chapter made some thorough and specific analysis on the Haimen equipment installation Co.’s branding decision and orientation; the fourth chapter，using Haimen equipment installation Co., LTD, Qingdao branch (Hereafter Haimen installation) as an example, it made specific analysis on its brand building and operation from quality，management，service and credit, etc; the fifth chapter made some specific analysis on the brand promotion and maintenance; the last chapter is the conclusion and prospect. The research results of this thesis have practical reference value for the Haimen installation and other relevant enterprises.
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