[1]张凤,韩丽娜.国家电网品牌美誉度测评分析与实证研究(管理学院专刊)[J].山东建筑大学学报,2013,(04):375-380.
 Zhang Feng,Han Linan.Evaluation analysis and empirical research on brand reputation of the state grid[J].Journal of Shandong jianzhu university,2013,(04):375-380.
点击复制

国家电网品牌美誉度测评分析与实证研究(管理学院专刊)()
分享到:

《山东建筑大学学报》[ISSN:1673-7644/CN:37-1449/TU]

卷:
期数:
2013年04期
页码:
375-380
栏目:
工程实践
出版日期:
2013-08-15

文章信息/Info

Title:
Evaluation analysis and empirical research on brand reputation of the state grid
作者:
张凤韩丽娜
山东建筑大学管理工程学院,山东 济南250101;山东诚基房地产开发有限公司,山东 济南 250013
Author(s):
Zhang Feng1 Han Linan2
1. School of Management Engineering, Shandong Jianzhu University, Jinan 250101, China; 2. Shandong Chengji Real Estate Development Co., Ltd., Jinan 250013, China
关键词:
国家电网品牌知名度美誉度测评
Keywords:
state grid brand awareness reputation evaluation
分类号:
F2
文献标志码:
A
摘要:
企业之间的竞争已由追赶性竞争演变为淘汰性竞争,品牌知名度是至关重要的,但品牌美誉度也是必不可少的。文章通过对山东青州供电公司品牌建设的实地调研,在国内外已有文献研究的基础上,确立并构建了品牌美誉度的三级测评体系,针对测评体系设计了调查问卷,对所获数据进行统计分析,结果表明:国家电网品牌美誉度小范围测评结果为84.5分,客户对国家电网这一品牌已经逐渐形成正面的评价;随着供电质量和供电服务水平的不断改善和提升,客户满意度和品牌美誉度已进入良性循环的态势;供电企业提升美誉度的方案为核心业务提升+品牌传播创新。
Abstract:
The competition modality between two enterprises has turned from pursuant into eliminated, so the brand recognition is becoming significant, nevertheless, the brand reputation is also essential. Through on-the-spot investigation about brand construction of Qingzhou Power Supply Company, on the basis of research literature domestic and overseas, the paper establishes and constructs the brand reputation assessment system in three levels, designs a questionnaire according to assessment system and makes a statistical analysis of the data. The results show that: the results of the national small grid brand reputation evaluation is 84.5 points, and the customer has gradually formed a positive evaluation on this brand of the national grid; with the power supply quality and service level of the continuous improvement and continuous improvement, customer satisfaction and brand reputation have formed a virtuous circle; solutions for power supply enterprises to enhance reputation are core business promotion and brand communication innovation.
更新日期/Last Update: 2013-10-29