摘要
面对全球日益开放和成熟的建筑市场,建筑企业必须采取多元化的发展手段来提升企业的核心竞争力。其中,品牌战略作为内部建设和外部表现的高度统一体在日趋激烈的市场竞争中发挥了重要作用。本文结合国内外建筑企业的特点和差距分析了国内建筑企业品牌建设的思路,在此基础上又从实践层面上探讨了建筑企业品牌建设的主要方法。
With the global construction market becoming more opening and mature, our construction enterprises must take diversified methods to enhance the key competitiveness. Among those methods, brand strategy plays a very important role in the intense market competition, which is a syntheses of internal management and external behavior. Through the analysis of the characteristics and differences between overseas and domestic construction enterprises, this paper puts forward some advice to structure the brand construction for our enterprises. And then several methods are given to lead the brand construction practice.
出处
《建筑经济》
北大核心
2007年第S2期8-11,共4页
Construction Economy
关键词
建筑企业
品牌
战略
核心竞争力
construction enterprises
brand
strategy
key competitiveness
