论铁道勘察设计企业培植品牌的主要途径

研究目的:通过对铁道勘察设计企业品牌培值的分析和讨论,探索从培植良好企业品牌入手提升企业永久核心竞争力的主要途径。研究方法:通过借鉴现代企业管理企业管理理论中的战略管理理论、市场营销理论以及企业文化塑造理论等管理知识,结合当前国内铁路道勘察企业的发展阶段和所处市场环境现状,分析探讨企业品牌培植对提升企业核心竞争力的意义,提出实现品牌培植目标的几种途径。研究结果:通过分析研究认为,提升铁道勘察企业品牌价值的途径方法主要有:目标市场规划、品牌定位、品牌核心价值提炼、形象识别建设、企业文化环境营造和外部沟通交流6个方面。研究结论:一个杰出的品牌是良好的外在形象和丰富内涵的有机结合体,拥有了强势品牌,就将掌握竞争中的主动权,就能处于市场的领导地位。铁道勘察设计企业培植品牌的重要战略功用及其建设的系统性和复杂性,决定了企业应将其作为提升企业综合实力的系统工程予以抓实。

Discussion Main Methods of Brand Implantation in Railway Survey and Design Enterprises

Research purposes: By discussion and analysis on brand implantation of railway survey and design(enterprises),this paper explores the main methods on upgrade of enterprise permanent core competition by good brand implantation.Research methods:Using strategic management theory,marketing theory and enterprise cultural shaping theory in(modern) enterprise management for reference,and combining the developing stage and environment of railway survey and design enterprises in China,this paper analyzes the significance of upgrading enterprise core competition by brand(implantation) and puts forward several methods to realize the goal of brand implantation.Research results:After analysis and study,this paper considers there are 6 main methods to promote the brand(implantation) of railway survey and design enterprises,namely target market plan,brand orientation,core value(abstraction) of brand,(visual) identification construction,enterprise cultural environment building and exterior(communication).Research conclusions:An outstanding brand is the organic integrity of public impression and internal connotation.Once possessing a strong brand,the enterprise will hold the imitative and take the leadership in the market.Because of the important strategic function and the systematicness and complexity on brand implantation in railway survey and design enterprises,it should be built solidly as a systematic engineering in upgrading comprehensive strength for one enterprise.