【作者】 刘玲；

【导师】 姚加林；

【作者基本信息】 中南大学 ， 交通运输规划与管理， 2012， 硕士

【摘要】 随着各种运输方式的迅猛发展,运输市场竞争越来越激烈,提高核心竞争力和扩大市场份额已成为铁路企业当前面临的重大难题。为了让消费者在众多的运输产品中选择自己所提供的产品,铁路企业需要推出拥有强势品牌地位并能持久经营的运输产品,通过品牌获得消费者的认同,激发其购买欲望,坚定其购买信心,有效地构筑竞争防线,抵御竞争者的进攻。本文基于生命周期理论,系统研究了铁路运输品牌产品的品牌可持续成长规律。首先综述了品牌可持续成长研究的国内外相关理论和实践研究动向,在此基础上界定了铁路运输品牌产品的概念。其次阐述了品牌生命周期相关理论,引入品牌可持续成长的概念,从品牌营销和铁路运输产品特殊性两个方面分析铁路运输品牌产品品牌可持续成长力的影响因素,分别建立铁路旅客、货物运输品牌产品的品牌可持续成长力评价指标体系,并应用AHP-模糊综合评价方法对其进行评价。最后,以呼和浩特铁路局现有客、货运品牌产品为例进行实证分析,验证了品牌可持续成长力评价指标体系的科学性和全面性,并根据评价结果,从品牌基础能力、风险控制能力、服务能力、管理能力、市场能力等方面提出了呼和浩特铁路局客、货运品牌产品品牌可持续成长力的改进措施。更多还原

【Abstract】 With the rapid development of various modes of transport, the transport market competition is becoming increasingly fierce, enhance the core competitiveness and expand market share has become the urgent problem of railway enterprises. In order to allow consumers to choose their own products in a range of transport products, the railway companies need to launch the transport products which have a strong brand position and lasting business. Through the brand to get the recognition of consumers, stimulate their desire to buy, strengthen the confidence of consumers to buy, to build a competitive line of defense to resist the attack of competitors.Based on the life cycle theory, systematic research the laws of brand sustainable growth force about railway transport brand products. First summarizes domestic and foreign-related theory and practice of research trends, based on the above defined the concept of Railway Transport Brand Products. Secondly elaborated the brand life cycle theory, introducing the concept of brand sustainable growth force, from two aspects of brand marketing and the particularity of railway transport products to analysis the influencing factors of brand sustainable growth force about railway transport brand products, respectively, to build evaluation index system for brand sustainable growth force of railway passenger and freight transport brand products, and through the application of AHP fuzzy comprehensive evaluation method to evaluate them. Finally, by the empirical analysis of the existing railway passenger and freight transport brand products which are belong to the Hohhot Railway Bureau, to verify the evaluation Index system is scientific and comprehensive. And according to the evaluation results, this paper puts forward some measures from the aspect of the brand foundation ability, risk control ability, service ability, management ability and market ability to improve the brand sustainable growth force Hohhot Railway Bureau’transport brand products.更多还原