| 建筑业企业品牌与竞争力 |
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| 引用本文： | 朱梦婷,陆惠民. 建筑业企业品牌与竞争力[J]. 建筑管理现代化, 2011, 25(1) |
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| 作者姓名： | 朱梦婷 陆惠民 |
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| 作者单位： | 东南大学,建设与房地产系,江苏,南京,210096 |
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| 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.
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| 关 键 词： | 建筑业企业 品牌 品牌战略 竞争力 |
Brand and Competitiveness of Construction Enterprises |
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| ZHU Meng-ting,LU Hui-min. Brand and Competitiveness of Construction Enterprises[J]. Construction Management Modernization, 2011, 25(1) |
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| Authors: | ZHU Meng-ting LU Hui-min |
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| Affiliation: | ZHU Meng-ting,LU Hui-min(Department of Construction Management and Real Estate,School of Civil Engineering,Southeast University,Nanjing 210096,China) |
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| Abstract: | 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... |
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| Keywords: | construction enterprise brand brand strategy competitiveness |
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