提升我国建筑行业企业品牌策略的若干思考  

Strategies for Promoting Domestic Enterprise Brands in Construction Industry

作　　者：王旭 

机构地区：[1]大庆建筑安装集团有限责任公司,黑龙江大庆163711

出　　处：《商业经济》2012年第5期83-85,共3页Business & Economy

摘　　要：建筑行业企业品牌是一个建筑企业综合素质的标识,是建筑企业未来的核心竞争力。提升我国建筑行业企业品牌,应明确品牌观念,从企业的战略高度进行品牌塑造和管理,精准的进行品牌定位,精细的进行品牌传播,实施"全员品牌管理"。诚信是建筑企业塑造品牌的根本。建立规范健康的市场信用体系,在建筑行业已经引起了各方广泛的关注。一个品牌只有坚持"诚信",它才可能赢得顾客的尊重,赢得顾客的忠诚,才可能有长远地发展。An enterprise brand is the symbol of comprehensive quality and future core competitiveness of a construction business. To advance the building of an enterprise brand, a full-scale brand management should be carried out, defining the brand concept, building up a brand from a strategic point of view with precise brand position and refined brand communication. Credibility is the essence of an enter-- prise brand. So the establishment of a healthy market credibility system has attracted attentions inside the industry. Only by persisting on credibility can a brand win respect and loyalty from its customers and, in turn, grow in the long terms.

关 键 词：建筑行业 企业品牌 品牌策略 

分 类 号：F272[经济管理—企业管理]