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论文编号：	4993
作者编号：	2220090951
上传时间：	2013/2/26 15:08:17
中文题目：	工程勘察设计企业基于相关多元化战略的品牌延伸策略研究
英文题目：	Study on Brand Extension Tactics Based on Related Diversification by Engineering Exploration and Design Enterprises
指导老师：	韩经纶
中文关键字：	多元化战略；品牌延伸；工程勘察设计
英文关键字：	diversification strategy; brand extension; engineering exploration and design enterprises
中文摘要：	随着我国经济发展和城市化进程的不断加快，以技术性、知识性为主的工程勘察设计业作为国民经济重要的服务业获得了长足发展，在工程建设行业中发挥着越来越重要的作用。然而，受工程勘察设计行业特征局限，沿产业链纵向延伸企业经营范围、完善服务体系和功能成为企业战略转型、实现可持续发展的重要途径。然而，工程勘察设计企业拓宽经营范围时面临的最直接问题就是如何让服务对象尽快地认可企业，接受其提供的新产品、新服务，赢得服务对象的快速认同成为企业抢占市场份额、扩大生存空间的重要保障。国内外理论研究和企业实践经验表明，实施品牌延伸策略是提供企业快速进入新市场、占领制高点的重要举措。本研究在对工程勘察设计行业产业特征分析的基础上，结合中国工程勘察设计企业业务经营及市场开拓方面存在的问题，提出我国勘察设计企业在战略转型时应以延伸纵向产业链的相关多元化战略推进战略转型。进一步地，为了提高新产品、新服务的市场进入速度，采取品牌延伸策略可以有效地提升勘察设计整体市场竞争能力。最后，本研究对THK公司的战略转型与品牌延伸战略实践进行了分析与总结。研究结论表明，伴随着我国工程勘察设计行业改革的不断深入，我国工程勘察设计企业应以相关多元化战略实现战略转型，并借助品牌延伸战略实现快速占领市场、提高市场竞争能力。同时，在执行品牌延伸战略时应注意防范相关风险。
英文摘要：	As China's economic development and accelerating the urbanization process, Engineering Survey and Design as an important production service industry has gained rapid development， playing a more and more important role in the engineering construction industry.However, subject to the limitations of engineering survey and design characteristics, the longitudinal extension of business scope along the industrial chain, improving the service system and the function will be an important way of strategic transformation and achieving sustainable development. However, while expanding business scope the engineering survey and design enterprises face the most immediate problem is how to get clients to accept recognition of the new enterprise products, new services as soon as possible. Win rapid recognition becomes an important guarantee of a bigger market share and expand the survival space.Theoretical study and business experience home and abroad indicate that implementation of the brand extension strategy is an important measure of providing quick access to new markets and occupying the high ground. This study based on the analysis of engineering survey and design industry industrial characteristics, combined with problems of Chinese engineering survey and design enterprise business operations and market development ,proposed survey and design enterprise in China's strategic transition to an extension should be related to vertical diversification of the industrial chain Strategic transformation strategy. Furthermore, to improve market entry of new products and new services , take the brand extension strategy can effectively improve the overall competitiveness in the market survey and design. Finally, the study analyzed and summarized the strategic transformation practice and brand extension strategy of HKT company in Tianjin. Conclusion that, with the deepening reform of engineering survey and design industry in China, survey and design of engineering enterprise should achieve a strategic transformation by diversification strategy, and with the brand extension strategy for rapid capture the market, improve market competitiveness. Meanwhile, in the implementation of the brand extension strategy should pay attention to prevent the associated risks.
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