【摘要】： 品牌是市場經(jīng)濟(jì)的產(chǎn)物,品牌不僅是一個(gè)名稱,一個(gè)形象,一個(gè)傳播的問題,企業(yè)的所有經(jīng)營行為都可以通過品牌來反映,品牌已經(jīng)成為企業(yè)各種作為的綜合體現(xiàn),具有較強(qiáng)競爭力的品牌已經(jīng)成為當(dāng)今市場競爭的新主張。 目前將品牌競爭力的相關(guān)理論應(yīng)用到了煤炭企業(yè)當(dāng)中的還基本上沒有,本論文的創(chuàng)新點(diǎn)是:通過實(shí)地調(diào)研,將品牌競爭力的研究引入我國煤炭企業(yè)當(dāng)中;將煤炭企業(yè)品牌競爭力置于運(yùn)作環(huán)境及煤炭企業(yè)的運(yùn)作平臺上,從內(nèi)部支撐和外部評價(jià)兩個(gè)方面分析影響煤炭企業(yè)品牌競爭力大小的因素,力求得到更符合中國煤炭企業(yè)實(shí)際的品牌競爭力測度指標(biāo)體系,并采用層次分析法和模糊綜合評價(jià)法相結(jié)合的方法對其進(jìn)行測度。 本論文首先通過對品牌、品牌競爭力等相關(guān)理論的回顧,結(jié)合我國煤炭企業(yè)所面臨的機(jī)會和威脅以及世界煤炭工業(yè)的發(fā)展趨勢,分析了我國煤炭企業(yè)品牌競爭力比較弱的現(xiàn)狀及存在的問題;其次通過實(shí)際調(diào)研從煤炭企業(yè)產(chǎn)品要素、煤炭企業(yè)技術(shù)創(chuàng)新、煤炭企業(yè)品牌管理能力、煤炭企業(yè)人力資源狀況、煤炭企業(yè)文化、煤炭企業(yè)品牌市場競爭能力、煤炭企業(yè)經(jīng)濟(jì)效益、節(jié)能環(huán)保、社會評價(jià)、安全評價(jià)等方面提出了評價(jià)煤炭企業(yè)品牌競爭力強(qiáng)弱的內(nèi)部支撐因素和外部評價(jià)因素,并用層次分析和模糊綜合評價(jià)相結(jié)合的方法對煤炭企業(yè)的品牌競爭力進(jìn)行了測度,建立了測度模型;最后根據(jù)對影響煤炭企業(yè)品牌競爭力強(qiáng)弱的因素的理解,從健全煤炭企業(yè)市場環(huán)境、增強(qiáng)意識、加強(qiáng)質(zhì)量建設(shè)、加強(qiáng)技術(shù)創(chuàng)新等方面提出了煤炭企業(yè)提升煤炭企業(yè)品牌競爭力創(chuàng)建強(qiáng)勢煤炭企業(yè)品牌的若干建議。實(shí)證分析方面,論文結(jié)合晉城煤業(yè)集團(tuán)的實(shí)際情況對晉城煤業(yè)集團(tuán)的品牌競爭力進(jìn)行了測度并根據(jù)品牌競爭力的影響因素提出了相應(yīng)的建議。
[Abstract]:Brand is the product of market economy. Brand is not only a name, an image, a problem of communication. All business behaviors of an enterprise can be reflected by brand. Brand has become a comprehensive embodiment of all kinds of enterprise actions. Strong competitive brand has become a new idea of market competition. At present, the related theory of brand competitiveness has been applied to coal enterprises. The innovation of this paper is: through field research, the research of brand competitiveness is introduced into the coal enterprises of our country; This paper puts the brand competitiveness of coal enterprises on the operating environment and the operating platform of coal enterprises, and analyzes the factors influencing the brand competitiveness of coal enterprises from the aspects of internal support and external evaluation. This paper tries to obtain a brand competitiveness measurement index system which is more in line with the actual situation of Chinese coal enterprises, and measures it by the combination of AHP and fuzzy comprehensive evaluation method. First of all, through the review of brand, brand competitiveness and other related theories, this paper combines the opportunities and threats faced by China's coal enterprises and the development trend of the world's coal industry. This paper analyzes the current situation and existing problems of the weak brand competitiveness of coal enterprises in our country. Secondly, through the actual investigation and investigation, it analyzes the factors of coal enterprises' products, the technological innovation of coal enterprises, the brand management ability of coal enterprises, and the human resources situation of coal enterprises. In the aspects of coal enterprise culture, coal enterprise brand market competition ability, coal enterprise economic benefit, energy saving and environmental protection, social evaluation, safety evaluation and so on, the internal supporting factors and external evaluation factors are put forward to evaluate the brand competitiveness of coal enterprises. With the combination of AHP and fuzzy comprehensive evaluation, the paper measures the brand competitiveness of coal enterprises, and establishes a measurement model. Finally, according to the understanding of the factors affecting the brand competitiveness of coal enterprises, From the aspects of perfecting the market environment, strengthening the consciousness, strengthening the quality construction and strengthening the technical innovation, the author puts forward some suggestions for the coal enterprises to promote the brand competitiveness of the coal enterprises and to create the strong brand of the coal enterprises. In the aspect of empirical analysis, the paper measures the brand competitiveness of Jincheng Coal Industry Group and puts forward corresponding suggestions according to the influencing factors of the brand competitiveness combined with the actual situation of Jincheng Coal Industry Group.
【學(xué)位授予單位】：河南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

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