浅谈对我国工程技术企业品牌建设的几点思考  

SEVERAL CONSIDERATIONS IN RELATION TO BRANDING OF ENGINEERING CORPORATIONS IN CHINA

作　　者：王东[1] 

机构地区：[1]中冶京诚工程技术有限公司,北京100176

出　　处：《冶金信息导刊》2013年第2期11-14,共4页Metallurgical Information Review

摘　　要：从日常生活中人们身边熟识的品牌案例入手，深入浅出地引入选择品牌架构，打造品牌价值，进行品牌推广，开展品牌评价的策略、思路和方法，力求探寻我国工程技术企业品牌建设工作的成功之路，在与国际接轨的市场环境中，建立强大的品牌资产。Starting with familiar brands in daffy life of people, this article selects strategies, ideas and methods to carry out building of brand architecture, creating of brand value, brand marketing and brand evaluation and explains them in layman＇s language. This article seeks to explore the success of corporate branding of Chinese construction engineering companies and find out how to build a strong brand assets in the international market environment.

关 键 词：工程技术企业 品牌架构 品牌价值 品牌推广 品牌评价 

分 类 号：F275[经济管理—企业管理]