摘要
随着我国经济发展,城市化进展的加速,土地资源的不断减少。钢结构建筑以其
自身的特点和优势,成为新型建筑的代表。博思格钢铁集团作为一个建筑用钢行业内
技术的领先者,通过自身的发展和并购,在中国市场拥有了以巴特勒品牌和朴诺品牌.
为主的博思格建筑系统,以及以来实品牌和博思格钢卷品牌业务部为主的博思格建筑
产品两大类型四个品牌。由于管理模式的封闭和过于强调品牌的独立性,造成了四个
品牌在市场上各自为政,缺乏集团意式的局面,并由此带来了一系列的问题,影响到
了正常的经营活动。
基于品牌管理,多品牌经营等理论,学习其他企业多品牌管理的成功经验,总结
了多品牌管理的特点。对比集团各个子品牌的竞争优劣势,及其之间的关系,总结出
目前在品牌管理中存在的问题,并找出原因之所在。最后在对集团所处的外部市场及
内部资源分析后,根据博思格钢铁集团“同一价值链”的目标,提出以项目为导向的
品牌管理方式,且制定出一系列的推进措施、实施步骤和保障机制。并在实际的项目
案例中试用了新的管理方式,验证了项目导向型品牌管理的可行性和优势,落实了博
思格钢铁(中国)对于产业链布局以最大化集团利益的目标。
【关键词】多品牌经营项目导向型价值链
【研究类型】应用研究
With the development of economic and urbanization, the land source is
decrease continually. Depend on the advantage, Steel structures building
became to the representative of the new type building. As a technical leader in
the construction steel industry, BlueScope Steel China has 4 independent
brands, they are Butler and Probuild belong to BlueScope Buildings System,
and Lysaght and Coated belong to BlueScope Building Products. Due to the
closed management and brand's independence, the situation is the 4 brands
work individual, without necessary communication, no group idea. That is bad
to group benefit maximization.
Base the theory of brand management, and multi-brand management. With the
successful experiences in multi-brand operation of other enterprises, made
strengths and weaknesses analysis for each brand, and survey, find out the
problem. In line with the goal named,one value chain' of BlueScope steel, a
framework of project-guided brand management was proposed. The
implement mechanism and measure also are given out. The feasibility and
advantage of the framework is case validation by a real project.
【Key Words】 multi-brand management, project-guided, value chain
【Research Type】 Application study
Name: Chen Cheng
Tutor: Wang Jue
Abstract