發(fā)布時(shí)間：2018-03-19 01:00

  本文選題：發(fā)電　切入點(diǎn)：企業(yè)文化　出處：《華北電力大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)今世界經(jīng)濟(jì)的發(fā)展,使企業(yè)從產(chǎn)品經(jīng)營(yíng)、資本經(jīng)營(yíng)過渡到品牌經(jīng)營(yíng),一個(gè)企業(yè)能否成為行業(yè)品牌企業(yè),既表明其經(jīng)濟(jì)實(shí)力和市場(chǎng)地位,又反映其持續(xù)發(fā)展能力的高低。2002年我國(guó)電力體制改革實(shí)施以來(lái),發(fā)電市場(chǎng)已經(jīng)實(shí)現(xiàn)主體多元化,初步形成競(jìng)爭(zhēng)格局。在國(guó)內(nèi)外市場(chǎng)激烈競(jìng)爭(zhēng)的環(huán)境下,如何實(shí)施發(fā)電企業(yè)品牌戰(zhàn)略,構(gòu)建有特色的企業(yè)品牌,建立公平有序的市場(chǎng)競(jìng)爭(zhēng)環(huán)境,具有非常重要的現(xiàn)實(shí)意義。 本文首先從企業(yè)外部環(huán)境出發(fā),針對(duì)電力體制改革以來(lái)的市場(chǎng)環(huán)境和競(jìng)爭(zhēng)態(tài)勢(shì),研究分析國(guó)家關(guān)于品牌建設(shè)的--系列政策措施,闡明發(fā)電企業(yè)品牌建設(shè)將成為企業(yè)生存和發(fā)展的必然選擇。 在研究品牌基本理論的基礎(chǔ)上,尋求適合我國(guó)發(fā)電企業(yè)品牌建設(shè)的理論依據(jù),結(jié)合電力行業(yè)“產(chǎn)、供、銷”同時(shí)完成的特殊性及其電力產(chǎn)品同質(zhì)性,進(jìn)一步論述我國(guó)發(fā)電企業(yè)品牌建設(shè)的實(shí)際意義。對(duì)我國(guó)企業(yè)品牌建設(shè)的現(xiàn)狀,發(fā)電企業(yè)品牌建設(shè)的現(xiàn)狀以及中國(guó)電力國(guó)際發(fā)展有限公司(簡(jiǎn)稱：中電國(guó)際)品牌建設(shè)實(shí)際情況進(jìn)行分析和診斷,借鑒有關(guān)企業(yè)品牌建設(shè)的成功經(jīng)驗(yàn)和做法,采用戰(zhàn)略態(tài)勢(shì)分析法(SWOT)對(duì)中電國(guó)際品牌建設(shè)在市場(chǎng)環(huán)境下的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)進(jìn)行總結(jié)。 經(jīng)過全面研究和分析,為了全方位提升中電國(guó)際品牌的知名度、認(rèn)知度和美譽(yù)度,累積品牌無(wú)形資產(chǎn),構(gòu)筑競(jìng)爭(zhēng)壁壘,實(shí)現(xiàn)品牌的持續(xù)經(jīng)營(yíng),結(jié)合中電國(guó)際的實(shí)際,對(duì)品牌建設(shè)進(jìn)行全面規(guī)劃.較為詳細(xì)地制定了中電國(guó)際品牌建設(shè)的行動(dòng)方案,包括品牌建設(shè)的階段目標(biāo),主要行動(dòng)計(jì)劃,品牌建設(shè)的步驟和品牌建設(shè)的重點(diǎn)要求。
[Abstract]:With the development of the world economy nowadays, the enterprises can make the transition from product management, capital management to brand management, and whether an enterprise can become an industry brand enterprise shows its economic strength and market position. Since 2002, the electric power system reform in our country has realized the main body diversification, initially formed the competition pattern. In the domestic and foreign market fierce competition environment, the electricity generation market has already realized the main body diversification, initially forms the competition pattern under the domestic and foreign market intense competition environment. How to carry out the brand strategy of power generation enterprises, construct the enterprise brand with characteristics, and establish a fair and orderly market competition environment, has very important practical significance. In this paper, starting from the external environment of the enterprise, aiming at the market environment and the competition situation since the reform of the electric power system, this paper studies and analyzes the national policies and measures on brand building. It will be an inevitable choice for enterprises to survive and develop to clarify the brand construction of power generation enterprises. On the basis of studying the basic theory of brand, we seek the theoretical basis suitable for the brand construction of power generation enterprises in our country, and combine the particularity of "production, supply and marketing" in the electric power industry and the homogeneity of electric power products. Further discusses the actual significance of brand construction of power generation enterprises in China. The status quo of brand construction in power generation enterprises and the actual situation of brand construction in China Electric Power International Development Co., Ltd. (abbreviated as China Power International) are analyzed and diagnosed, and successful experiences and practices of brand building in relevant enterprises are used for reference. The strategic situation analysis method is used to summarize the opportunities, threats, strengths and weaknesses of CLP's international brand construction in the market environment. Through comprehensive research and analysis, in order to enhance the visibility, recognition and reputation of CLP's international brand in all directions, accumulate intangible assets of the brand, build up the barriers to competition, and realize the continuous management of the brand, combined with the reality of CLP International, The comprehensive planning of brand construction is carried out. The action plan of international brand construction of CLP is made in detail, including the stage goal of brand construction, the main action plan, the steps of brand building and the key requirements of brand construction.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.61

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本文編號(hào)：1632088