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论文编号：	5747
作者编号：	2120112595
上传时间：	2013/12/4 11:05:54
中文题目：	霍尼韦尔公司楼宇自控系统品牌战略研究
英文题目：	The Research on Brand Strategy of Honeywell Building Automation System
指导老师：	刘建华
中文关键字：	霍尼韦尔公司,楼宇自控,品牌战略
英文关键字：	Honeywell,Building Automation System (BAS),Brand Strategy
中文摘要：	近年些来，我国政府出台了《节约能源法》、《民用建筑节能条例》、《公共机构节能条例》等一系列政策制度和法律条文。建筑物内的能耗越来越多的被相关部门所关注，并逐渐被限定。楼宇自控系统(BAS) 因其不仅仅可以保证机电设备以最合理的方式运作，同时还能持续节约能源，使得楼宇自控系统在这一政府政策背景下的需求不断增加，一个新兴的节能市场进入了大家的视线。随着全球化的趋势席卷中国，新兴科技持续的发展，市场的需求也随之产生变化，企业间的竞争日益激烈。市场的需求已经使得企业间的竞争不仅仅停留在产品和服务的层面上，而逐渐上升至品牌的竞争。参考全球知名的企业，其成功与持续发展是与品牌建设与定位分不开的。当今，强势的品牌已经逐渐成为现代企业参与市场竞争的一把利器，霍尼韦尔公司的多年来创建的强势品牌是支持其可持续发展的关键。如今的楼宇自控系统市场，用户对于品牌的重视程度越来越高，于是各企业开始纷纷制定并且实施自己的品牌战略。品牌战略管理的职责与内容就是制定以品牌核心价值为中心的品牌识别系统，然后以品牌识别系统统帅和整合企业的一切价值活动。品牌是企业的无形资产，知名品牌是企业自身的广告和质量保证。在激烈的市场竞争中要保持可持续发展，霍尼韦尔公司应采取有效的品牌发展策略。本文以霍尼韦尔公司为例，通过对公司自身情况、客户及竞争者的分析，全面地剖析了霍尼韦尔公司楼宇自控系统品牌战略的创建及实施管理上的优势及不足。以期通过本文的阐述强化公司的品牌意识，增强顾客的品牌忠诚度，促进公司的可持续发展。
英文摘要：	In recent years, the Chinese government issue of a series of legal provisions, like "Law on Energy Conservation", "Building Energy Saving Ordinance", "Public energy efficiency Regulations" and other series of legal provisions, the energy consumption of buildings is strictly limited, and as Building Automation System (BAS) only electrical equipment can guarantee the most reasonable manner, while continuing to save energy, making the building automation products demand increased. With technological development and economic globalization, market demands changing, fierce competition of business, has not only stayed in the competition of products and services, and gradually rose to brand competition. The centennial enterprises rock-firm standing are both associated with the brand's growth process developed. Today, a strong brand has gradually become an advantage for modern enterprise to participate in market competition. Honeywell building strong brand will be the key enterprise sustainable development is a support for Honeywell brand. In today's BAS market, users increasingly pay attention to brand, so the companies have to develop and implement their own brand strategy. Brand is the intangible and well-known brand is the company's own advertising and quality assurance. In the fierce market competition, Honeywell shall take effective brand development strategy to maintain continual development. The content and responsibilities of brand strategy management is to develop the core values of the brand as the center of the brand identity system, then commander of the brand identity system and integrate all enterprise value activities. In this paper, take Honeywell for example, through the company's own situation, customers and competitor’s analysis, combined with the Honeywell actual situation, we comprehensive analyzed Honeywell brand strategy implementation advantages and disadvantages, evaluate its strategy to strengthen the company's brand awareness, improve customer loyalty, and contribute to Honeywell growth.
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