摘要
文章从品牌和品牌战略的概念出发,分析了建筑业企业品牌与竞争力的关系,认为建立和实施品牌战略有助于增强企业竞争力,有助于企业内部成员工作效率和质量的提高,同时企业竞争力优势能够促进品牌战略的实施,基于资源的竞争优势理论,企业的竞争优势来源于组织内部的资源最优配置,组织内部成员长时期优化意识的熏陶,保障了品牌意识快速融入的可能性。文章中为不同竞争条件下建筑业企业应采取的品牌战略提出合理化建议;强调建筑业企业的品牌与竞争力相互依存的关系,最终能够为企业获得利润做出贡献。
This paper started from the concepts of brand and brand strategy and analyzed the relationship between brand and competitiveness of construction enterprises. Establishing and implementing brand strategy help to improve the competitiveness, work efficiency and quality of enterprises, while competitiveness advantages could promote the implementation of brand strategy. Based on the theory of competitive advantages of resources, the competitive advantages comes from the resources optimization in the organization. The edification of long-term optimization awareness to the members in the organization ensures the possibility that the brand awareness can soon be integrated. Some suggestions were proposed for enterprises to adopt various brand strategy in different competitive conditions. The interdependence of brand and competitiveness was emphasized, which benefits the construction enterprises for their profits.
出处
《工程管理学报》
2011年第1期100-104,共5页
Journal of Engineering Management
关键词
建筑业企业
品牌
品牌战略
竞争力
constmction enterprise： brand： brand strategy： competitiveness
