在市场经济环境中,选择是消费者的权利。他们根据自己的愿望消费时总是

选择品牌。品牌使企业从众多竞争者中脱颖而出,并且在消费者心中强化企业的

优势。目前,中国的电机制造企业共有927家,面对如此众多的品牌,消费者该

如何选择,品牌的知名度在这个时候显得尤为重要。

兰州电机股份有限公司目前的现状是:兰州电机在国内有一定的知名度,在

一些传统欧亿·体育（中国）有限公司如:船舶、水泥等欧亿·体育（中国）有限公司,市场占有率较高,市场占有率一度达到

70%以上,主流产品先后荣获“中国名牌”、“国家免检”、“甘肃名牌”产品,但

是近几年随着众多中小型电机制造企业雨后春笋般的发展,兰州电机的品牌效应

逐步缩减,尤其是新市场、新欧亿·体育（中国）有限公司的竞争日趋激烈,如何利用优势基础实施品牌

战略,从国内主流电机品牌中脱颖而出,与国外品牌抗衡,不断扩展市场份额,

只有不断提高兰州电机品牌知名度,深化企业品牌内涵,培养核心竞争力,实施

品牌战略。

本文通过对兰州电机股份有限公司所处的内外部环境进行分析,研究公司品

牌战略的不足之处,并提出相关建议,为公司未来的品牌发展理清思路,也对其

他同类型企业实施品牌战略具有一定的借鉴和参考价值。

关键词:兰电公司,品牌,品牌战略

I

EMBA学位论文作者:髙文安
兰州电机股份有限公司品牌战略研究

ABSTRACT

In the surroundings of market directed economy, consumers have the right to chose. When

they are buying things, they chose a brand according to their own will. The brand makes the

enterprise far outweigh the mind of consumers. At present, there are 927 enterprises making

motors. The brand awareness become especially important when consumers are facing so many

brands.

The present situation of Lanzhou Electric Co.Ltd is that it has certain degree of name

recognition in some traditional industries like shipping, cement, etc. It once had more than 70%

market share in them. The mainstream of products had the honor to win China Famous Brand,

National Inspection Exemption Products’’,Gansu Famous Brand. However, as loots of medium

or small-sized motor-making enterprises developed like mushroom after the rain. The brand effect

of Lanzhou Electric Corporation decreased slowly. It should use the advantages to implement

brand policy, especially, in a new market and new industry, in which competition become more

and more fierce,to be more competitive than mainstream motor brands at home, to match the

overseas brand and expand continuously its market share. It needs to enhance the brand

recognition constantly of Lanzhou Electric Co.Ltd, to intensify the connotation of enterprise brand,

to foster its core-competitiveness while putting the brand policy into effect.

This paper studies the shortcoming of the brand policy after an analysis of the inner and outer

surroundings of Lanzhou Electric Co.Ltd, then offers concerned advices for its future development,

which have some reference values for similar companies' implementation of brand policy.

Key Words: Lanzhou Electric Co,Ltd,Brand,Brand Strategy