【作者】 南远征；

【导师】 解东辉；

【作者基本信息】 河南理工大学 ， 企业管理， 2009， 硕士

【摘要】 品牌是市场经济的产物,品牌不仅是一个名称,一个形象,一个传播的问题,企业的所有经营行为都可以通过品牌来反映,品牌已经成为企业各种作为的综合体现,具有较强竞争力的品牌已经成为当今市场竞争的新主张。目前将品牌竞争力的相关理论应用到了煤炭企业当中的还基本上没有,本论文的创新点是:通过实地调研,将品牌竞争力的研究引入我国煤炭企业当中;将煤炭企业品牌竞争力置于运作环境及煤炭企业的运作平台上,从内部支撑和外部评价两个方面分析影响煤炭企业品牌竞争力大小的因素,力求得到更符合中国煤炭企业实际的品牌竞争力测度指标体系,并采用层次分析法和模糊综合评价法相结合的方法对其进行测度。本论文首先通过对品牌、品牌竞争力等相关理论的回顾,结合我国煤炭企业所面临的机会和威胁以及世界煤炭工业的发展趋势,分析了我国煤炭企业品牌竞争力比较弱的现状及存在的问题;其次通过实际调研从煤炭企业产品要素、煤炭企业技术创新、煤炭企业品牌管理能力、煤炭企业人力资源状况、煤炭企业文化、煤炭企业品牌市场竞争能力、煤炭企业经济效益、节能环保、社会评价、安全评价等方面提出了评价煤炭企业品牌竞争力强弱的内部支撑因素和外部评价因素,并用层次分析和模糊综合评价相结合的方法对煤炭企业的品牌竞争力进行了测度,建立了测度模型;最后根据对影响煤炭企业品牌竞争力强弱的因素的理解,从健全煤炭企业市场环境、增强意识、加强质量建设、加强技术创新等方面提出了煤炭企业提升煤炭企业品牌竞争力创建强势煤炭企业品牌的若干建议。实证分析方面,论文结合晋城煤业集团的实际情况对晋城煤业集团的品牌竞争力进行了测度并根据品牌竞争力的影响因素提出了相应的建议。更多还原

【Abstract】 Brand is a product of market economy. It is not only involves a name and an image t, but also reflects various resources of enterprise and all enterprise management behavior. Brand has become a comprehensive embodiment of various kinds of economic behaviors of the enterprise. Forging a stronger brand now is becoming a new trend of market competition.But at present, Appling the brand competitive force to the coal enterprise is very few .This text plans to analyze the elements that influences the brand competitive force of coal enterprise from outside and inside and we will put the brand competitive force in the coal enterprise operation environment and operation platform through investigation. We will make our efforts to obtain a measure system that is conformed to the Chinese coal enterprise. Combing AHP and fuzzy comprehensive evaluation method we measured the brand competitive force in the coal enterprise.This thesis begins with the review of correlation theory such as brand and brand competitiveness, according opportunities and threats that China’s coal enterprises are facing, as well as the development tendency of world coal enterprise, we analyzes the current situation and problems of brand competitive force of coal enterprise; then shows the internal proposed factors and external evaluation factors of coal enterprises that is used to evaluate the brand competitive force is strong or weak from the product essential factor of coal enterprise、the technological innovation of coal enterprise、the brand managed capacity of coal enterprise、the human resources condition、the coal enterprise culture、market competition ability of coal enterprise brand、the coal enterprise benefit、energy conservation and environmental protection、the society evaluation、safety evaluation and so on through the practical investigation. We use the method which unified the analytic hierarchy and the fuzzy comprehensive evaluation method measured the brand competitive force of coal enterprises, and we have established the measure model. Finally puts forward some suggestions about how to enhance the brand competitive force of coal enterprises to create a strong coal enterprise brand from improving the market environment of coal enterprise、enhance awareness、improving its quality and strengthen technological innovation and other aspects of the coal enterprise according to the understanding of the factors that is used to evaluate the brand competitive force. In empirical analysis, this text combined the actual situation measures the brand competitive force of Jincheng coal enterprises and puts forward some suggestions about how to enhance the brand competitive force according to the results.更多还原