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研究目的:通过对铁道勘察设计企业品牌培值的分析和讨论,探索从培植良好企业品牌入手提升企业永久核心竞争力的主要途径。研究方法:通过借鉴现代企业管理企业管理理论中的战略管理理论、市场营销理论以及企业文化塑造理论等管理知识,结合当前国内铁路道勘察企业的发展阶段和所处市场环境现状,分析探讨企业品牌培植对提升企业核心竞争力的意义,提出实现品牌培植目标的几种途径。研究结果:通过分析研究认为,提升铁道勘察企业品牌价值的途径方法主要有:目标市场规划、品牌定位、品牌核心价值提炼、形象识别建设、企业文化环境营造和外部沟通交流6个方面。研究结论:一个杰出的品牌是良好的外在形象和丰富内涵的有机结合体,拥有了强势品牌,就将掌握竞争中的主动权,就能处于市场的领导地位。铁道勘察设计企业培植品牌的重要战略功用及其建设的系统性和复杂性,决定了企业应将其作为提升企业综合实力的系统工程予以抓实。
Research purposes: Through the analysis and discussion of brand training value of railway survey and design enterprises, explore the main ways to enhance the permanent core competitiveness of enterprises by cultivating a good corporate brand. Research methods: By referring to the management knowledge of strategic management theory, marketing theory and corporate culture shaping theory in modern enterprise management theory, combined with the current development stage of domestic railway road survey enterprises and the current market environment, Cultivate to enhance the core competitiveness of enterprises, put forward several ways to achieve the goal of brand cultivation. Research results: According to the analysis and research, the ways to improve the brand value of railway survey enterprises are as follows: target market planning, brand positioning, brand core value extraction, image recognition construction, corporate cultural environment creation and external communication and exchange. Research conclusions: An outstanding brand is an organic combination of a good external image and rich connotation. With a strong brand, it will grasp the initiative in the competition and will be able to lead the market. The important strategic function of cultivating brands by railway survey and design enterprises and the systematicness and complexity of their construction determine that the enterprises should take it as a systematic project to enhance their overall strength.