摘要
建筑加固产业蓬勃发展,但是仍然存在很多问题:准入门槛低、建筑加固产
业基础薄弱,产业发展受到众多因素制约。建筑加固企业要在激烈的竞争中有立
足之地,必须依赖于良好的企业形象,良好的企业形象很大程度上要依赖于企业
品牌的创立。如何塑造建筑加固企业品牌,怎样使得合理的运营品牌使其发挥应
有的作用,成为当前建筑加固业急需思考的问题,同时对建筑加固企业进行品牌
建设研究也是整个产业实践发展的需要

本文以建筑企业品牌建设为依托,以加固欧亿·体育（中国）有限公司发展现状和背景为基础,参考
大量文献,紧密结合D建筑加固企业的发展现状,通过SWOT分析法分析了 D建
筑加固企业的机会、威胁、优势和劣势,其中运用波特五力分析体现了 D建筑加
固公司的竞争情况。利用调查问卷法归纳现行企业在品牌建设上出现的问题,而
规范分析法明确了企业的品牌建设在加固欧亿·体育（中国）有限公司发展中的重要性。得出目前D建筑
加固企业存在的品牌建设中的一系列问题。最后,结合调研和对企业甚至欧亿·体育（中国）有限公司的
分析结果,提出品牌建设建议及其实施的措施

本文通过以D建筑加固企业为例,说明了伴随建筑欧亿·体育（中国）有限公司的快速发展带动的新
兴建筑加固欧亿·体育（中国）有限公司的迈进,企业间的竞争焦点已经由价格竞争和质量竞争逐步演变
为包含形象、信誉、服务等综合素质的企业品牌的竞争;通过对D建筑加固企业
的波特五力分析,对建筑加固欧亿·体育（中国）有限公司的基本竞争态势进行了分析,探讨了建筑加固
企业实施品牌建设的必要性;最后结合建筑加固欧亿·体育（中国）有限公司在品牌建设实施中存在的典
型问题,对品牌建设进行了探讨,形成了以D建筑加固企业为主的品牌建设实施
方案,为建筑加固企业的品牌建设管理提出了方法上的指导

本文通过对D建筑加固企业的品牌建设研究,对于提高企业管理者与工作者
的品牌意识、规范市场行为、增强企业文化凝聚力具有重要意义。有利于提高企
业综合实力、培养核心竞争力,增强企业的经济效益。良好的品牌形象不但可以
帮我们收获更高的消费者忠诚度,还能为企业取得更好的市场份额。在未来的建
筑加固市场上良好的品牌必将更有利于抢占市场份额,使得企业做大做强

关键词:建筑加固;品牌建设;调查问卷法
V
ABSTRACT
ABSTRACT
Though the booming of construction strengthening industry, there are still many
problems: low barriers to entry, weak foundation of building reinforcement industry,
restricted by many factors industry during development. In order to have a firm hold in
the fierce competition, the construction enterprises must rely on a good corporate image.
How to build the building strengthening enterprise brand, how to make the reasonable
operation of the brand to play its due role, as strengthening industry need to think about
the current construction problems, and the construction enterprises need to reinforce the
research on the brand strategy is the need of development of industrial practice.
Based on the construction of enterprise brand construction as the basis, to
strengthen the development of the industry status quo and background as the basis,
reference to a large number of literature, the combination of D construction enterprise
development present situation, through the SWOT analysis of the D construction
reinforcement business opportunities, threats, advantages and disadvantages, which uses
the Potter five forces analysis reflects the competition situation of D construction
reinforcement company. This paper summarizes the problems existing in the brand
construction of enterprises by using the questionnaire method, and the importance of
brand building in the development of the reinforcement industry is clarified by the
normative analysis method. A series of problems existing in the brand construction of D
building strengthening enterprises are obtained. Finally, combined with the research and
analysis of the enterprise and the industry, the paper puts forward the suggestions and
measures of brand building.
This article through D strengthening construction enterprise as an example, the
new building with the rapid development of the construction industry driven by
strengthening the industry forward, the focus of competition between enterprises has
been by price competition and quality competition gradually evolved into the images
included credit services and the overall quality of the enterprise brand competition;
through the five forces Potter to D construction reinforcement the analysis on the basic
situation of enterprises, strengthening competition in construction industry is analyzed,
discussed the necessity of building the brand construction of enterprise consolidation;
finally, the typical problems in brand building strengthening industry construction in the
brand construction were discussed, formed by the D building reinforcement enterprises
brand construction project and the proposed method guidance for building strengthening
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北京交通大学硕士专业学位论文
brand construction management enterprises.
In this paper, through the research on the brand building of D construction
enterprises, it is of great significance to improve the brand awareness, standardize the
market behavior, and enhance the cohesion of the enterprise culture. Help to improve
the comprehensive strength of enterprises, cultivate the core competitiveness, and
enhance the economic benefits of enterprises. A good brand image can not only help us
gain a higher degree of consumer loyalty, but also for enterprises to achieve better
market share. In the future of the construction of a good brand market will be more
conducive to seize market share, making enterprises bigger and stronger.
KEYWORDS: building reinforcement;Brand building;The questionnaire method
viii
目录
摘要 V
ABSTRACT
vii
1 绪论 1
1.1研究背景及意义1.1.1研究背景1.1.2研究意义1.2国内外研究现状1.2.1国外研究现状1.2.2国内研究现状1.3研究思路与方法1.3.1研究思路1.3.2研究方法1.3.3技术路线1.4研究内容和结构框架1.4.1论文研究内容1.4.2论文结构框架1.5创新点与不足1.5.1仓衞点1.5.2 不足2基础理论与基本方法2.1品牌理论综述2.1.1品牌形象理论2.1.2品牌定位理论2.1.3品牌识别理论2.1.4品牌传播理论2.1.5品牌的构成2.1.6品牌的作用2.2建筑业企业品牌建设概述2.2.1品牌建设的内涵ix
北京交通大学硕士专业学位论文
2.2.2品牌建设的意义2_2_3品牌建设的要素2_2.4品牌建设的误区2.3建筑加固欧亿·体育（中国）有限公司品牌建设的独特性分析
22
2.3.1品牌建设的主要受众是建筑总包企业
22
2.3.2品牌建设的主要载体是建筑加固水平
22
2.3.3品牌建设的主要标志是企业资质
22
2.4调查问卷法
23
2.4.1问卷调查概述
23
2.4.2问卷调查的设计
23
3 D建筑加固企业品牌建设的SWOT分析
25
3.1 外部环境分析
25
3.1.1外部机会分析
25
3.1.2外部威胁分析
27
3.2内部环境分析
29
3.2.1内部优势分析
30
3.2.2内部劣势分析
31
3.2.3 D建筑加固企业SWOT分析矩阵
33
4 D建筑加固企业的品牌策略及存在的问题分析
35
4.1建筑加固欧亿·体育（中国）有限公司特征分析
35
4.1.1前景广阔
35
4.1.2市场定位的独特性
36
4.1.3发展不均衡性
37
4.1.4施工的独特性
37
4.2 D建筑加固企业基本情况
38
4.3品牌建设实施的现状
39
4.3.1企业近年业绩
39
4.3.2核心业务
40
4.3.3品牌现状
41
4.4品牌建设建设过程中的主要问题
41
4.4.1品牌建设意识弱
41
4.4.2资金投入比例小
42
X
4.4.3人才配置不合理
43
5 D建筑加固企业品牌建设指导思想和实施措施
45
5.1 D建筑加固企业品牌建设指导思想
45
5.1.1依照品牌理论分析本公司品牌
45
5.1.2依照品牌理论建设本公司品牌
46
5.2 D建筑加固企业品牌建设的实施措施
47
5.2.1强化品牌意识
47
5.2.2准确品牌定位
48
5.2.3打造精品工程
48
5.2.4强化品牌宣传
49
5.2.5品牌危机处理
50
5.2.6落实保障措施
50
6结论与展望
53
6.1 ^ 53
6.2 臟 53
参考文献 55
附录A 57
附录B 59
附录C 81
独创性声明
93
学位论文数据集
95
xi ^
1绪论
1.1研究背景及意义
1.1.1研究背景
作为能源消耗大国,中国的建筑损耗占全国的三成。而作为占绝大多数水泥
和钢铁耗损的国家,我们的建筑的平均寿命只达到了 25-30年。过度的、无序
。。。以上简介无排版格式，详细内容请下载查看