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所有的品牌管理的相关工作都应围绕品牌定位去展开和传播,与企业的整体战略保持高度一致。通过对品牌内涵、品牌价值、品牌联想的高度提炼,形成品牌主张。实施供给侧结构性改革是我国当前及整个“十三五”时期重要的经济发展战略和宏观调控内容。换句话说,需求侧“包打天下”的时代已经过去,现在是到了建设质量经济的时代。在供给侧颠覆性创新决定着时代的新形势下,国有施工企业如何通过有效的品牌管理,建立独具特色的差异化品牌形象,提升核心竞争力,实现经济增长动能转换,就成为国有施工企业突破经济新常态之“非常之局”的重要抉择。
All brand management related work should be carried out around the brand positioning and dissemination, and the overall strategy of the enterprise remain highly consistent. Through the brand connotation, brand value, brand association highly refined, the formation of brand proposition. The implementation of the supply-side structural reform is an important economic development strategy and macro-control content for the present and throughout the “13th Five-Year Plan” of our country. In other words, the time has passed for the demand side to “pack the world” and it is now an era of building a quality economy. Under the new situation that supply-side disruptive innovation determines the era, how state-owned construction enterprises can establish distinctive and differentiated brand image through effective brand management so as to enhance their core competitiveness and realize the conversion of economic growth to become a state-owned construction enterprise Break through the new economic normal “extraordinary” important choice.