摘 要
现在的社会是品牌竞争的社会。在市场营销与竞争中，品牌占有的分量越来
越重，其作用也越来越不可替代。第一，消费逐渐偏向品牌；第二，品牌现在已
经变成企业的重要的资产一部分，在其差异化竞争和扩张中，扮演者重要的角色。
在一定的程度上，企业与企业之间的竞争也就相当于品牌的竞争，然而，品牌与
品牌之间的竞争却也是品牌建设的竞争。“打江山难，守江山更难”。当个品牌建
立起来之后，我们就必须对其细心的维护，就像巧妙地对品牌进行创新、每隔一
段时间就要对品牌进行评价等，只有这样才能让品牌；立于不败之地。因此，品
牌建设也离不开品牌的传播。
在对长城面临的内部和外部竞争环境与资源优劣势基础上，提出了长城牌线
切割钼丝“创一流品牌，做欧亿·体育（中国）有限公司龙头，推动线切割钼丝欧亿·体育（中国）有限公司新发挥”战略定位，
阐明了实现长城牌线切割钼丝战略目标的需要的措施，明确了长城牌线切割钼丝
的品牌结构。阐述了实现长城牌线切割钼丝战略目标品牌建设策略。接下来，对
长城现有的传播方式与创新传播方式进行了阐述与分析，文章的最后对长城品牌
的品牌评估进行了初步研究，结合实际提出了长城品牌评估的客观指标，由于数
据不足并没有对其进行评估的计算过程进行展开。
文章结合长城的产品与客户特点提出了品牌建设策略，在现有的营销模式基
础上对其传播方式进行了创新研究。另外，最后提出了适合长城现阶段品牌传播
的评估指标。文章的研究建立在对长城的市场进行调查的基础上，具有一定的客
观性，在一定程度上可以指导长城的品牌建设与传播。对同欧亿·体育（中国）有限公司的品牌建设和传
播也具有一定的借鉴意义。
关键词：品牌，品牌建设，品牌传播

II
ABSTRACT
The Times is the brand competition time, the brand in the modern marketing and
competition is playing a more and more important role. On one hand, consumption to
brand; close On the other hand, the brand become one of the most valuable asset of the
enterprise, is the enterprise is realized the important means of competition. To some
extent, the competition between enterprises is the brand competition, and the
competition between the brand is the brand construction competition. Constracting is
difficult, to preserve is more difficult. To set up the brand, we need to elaborate after
maintenance, such as clever for brand innovation, timing brand evaluation, etc, can the
evergreen tree brand forever. So the brand enterprise brand construction is also
transmitted after one of the important research content.
In the face of the Great Wall of the internal and external competition environment
and resource advantages and disadvantages are put forward, based on the ChangCheng
line molybdenum wire establishing first-class brand, do industry leading, promote line
molybdenum wire industry new play strategic orientation, and expounds the
ChangCheng line molybdenum wire to realize the strategic goals of the measures, has
been clear about the need ChangCheng line molybdenum wire brand structure. The
paper realize ChangCheng line molybdenum wire strategic target the brand construction
strategy. Next, to the Great Wall of the existing mode of transmission and innovation,
expounds the transmission and analysis, the end of the article to the Great Wall brand
brand evaluation was studied, combined with the practical situation, the Great Wall
brand evaluation objective measures, the limitations of the data and not evaluated for a
opened the calculating process.
Combining with the Great Wall products and customer characteristics, puts
forward the brand construction strategy in the existing marketing model on the base on
the mode of transmission of innovative research. In addition, finally put forward for the
Great Wall at present the brand communication evaluation index. The article studies
based on the Great Wall of the market based on the investigation, has some of the
objectivity, and, to some extent, can guide the Great Wall brand construction andcommunication. Of the same industry brand construction and communication also has a
certain significance.
Keywords: brand, brand building, brand spread