碩士 / 世新大學 / 傳播管理學研究所(含碩專班) / 102 / The brand competition of construction industry in China now has been involved in the new age . The marketing environment of the industry is undergoing considerable transformation. And the most important part is that the brand system of construction industry should be set up. More and more commercial architecture design enterprises have paid attentions to brand marketing. On the other hand, the present managers and scholars generally have some confused ideas about the theory in sphere of construction enterprise brand learning. When all is said and done, there will be a long way between today and future. We have to face the reality of the branding of commercial construction design industry, the challenge that we have never meet.
The study in this paper is involved in establishment and management of commercial construction design industry brand. It is based on branding theory, and utilizing social science methods, such as document study and investigating analysis. The first step is to define the proposition of "establishment and management of construction enterprise brand". It includes brand ideas, the constitutes of commercial construction design industry brand, brand value, the administrative decision on brand name, the orientation of brand, brand image, brand property management, brand maintenance and some other relative studies.
By analyzing the contents above all, we can find out the features of commercial construction design industry brand and the ways of managing the brand in commercial construction design industry in competitive market.
| Identifer | oai:union.ndltd.org:TW/102SHU05375034 |
| Date | January 2014 |
| Creators | Hsien-Yu Liu, 劉賢玉 |
| Contributors | An-Chi Hsu Ph.D, 許安琪 教授 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 105 |
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