东航云南有限公司品牌建设与管理研究.pdf

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1、RESEARCHONBRANDCONSTRUCTIONANDMANAGEMENTOFCHINAEASTERNYUNNANAIRLINESABSTRACTChinacivilaviationhasbeendevelopingveryrapidlyinrecentyears.Newairlinessetupandthescaleofdomesticairlinesexpanded.Foreignairlineshaveacceleratedthespeedofenteringdomesticcivilaviationmarket.Thema

2、rketcompetitionofdomesticcivilaviationisbecomingmorefierce.Ithasbecomeincreasinglyobviousthatservicesandproductsofdomesticcivilaviationenterpriseslackofdiversity.Competitivenessdevelopmentofairlinecompaniesdeceleratesandmanagementneedschangingandimproving.Thebrandconstru

3、ctionandmanagementbecomethemaincontentofairlinescompetitivenessconstruction.Inbrandeconomytimes,brandrepresentsthewholequalityandimageofanenterprise.Whenconsumersfacecomplicatedbusiness,productsandservices,theychoosebrand.Sothebrandconstructionandmanagementareveryimporta

4、nt.Brandconstructionandmanagement,asanimportantcorecontentofmodernenterprisemanagement,meetingtherequirementoftimesdevelopmentandenhancingthecompetitiveadvantage,willpromotethefurtherdevelopmentofourcivilaviationenterprises.Therefore,inthefaceoffiercecompetition,ChinaEas

5、ternYunnanAirlinesmuststrengthenbrandmanagementandformahighqualitybrand,withcontinuousinnovationandreformation,inordertoimprovethemanagementlevelandenhancetheoverallcompetitiveness.Thispaper,takingChinaEasternYunnanAirlinesasastudycase,withrelatedbrandtheoryanddeepresear

6、chandanalysis,putsforwardadvicesforbrandconstructionandmanagementofChinaEasternYunnanAirlines.Atfirst,researchbackgroundandsignificanceareelaborated.ThenthepaperintroducesrelatedtheoriesandanalyzestheinternalandexternalenvironmentofChinaEasternYunnanAirlines,includingthe

7、presentsituationofbrandconstructionandmanagementofChinaEasternYunnanAirlines.AccordingtotheactualsituationandcompanystrategyofChinaEasternYunnanAirlines，，目录选题背景研宄的意义研究内容和研究方法品牌建设和管理相关理论概述品牌概念品牌理论发展阶段品牌观念阶段品牌战略阶段品牌资产阶段品牌管理阶段品牌关系阶段品牌建设与管理的概念和意义品牌建设与管理的概念品牌建设与管理的意义东航云南有限公司环

8、境分析东航云南有限公司基本概况外部环境分析国际环境国内环境行业环境内部环境分析机队规模航线网络，枢纽优势机构优化东航整体品牌资源优势明显与外部单位合作良好发展速度过快带来的困扰4东航云南有限公司品牌建设与管