随着全球经济的高速发展并且呈现一体化的态势，全球航空企业相互交流日益密 切，民航业面临激烈的竞争。航空企业作为服务性企业，提升服务质 量，打造核心竞争 力的同时，更需要重视品牌形象的建设。因为服务性企业直接面对消费者，所以品牌形 象是否贴近消费者是企业长久发展的基础。河北航空公司作为国内区域 性航空企业的新 生力量，服务品质取得了广大消费者的认可，但是品牌建设发展仍不够完善，如果品牌 建设不受到重视，就会限制企业的进一步做大做强。基于此，本文将河北 航空公司的品 牌建设纳入研究之中，运用PEST模型分析河北航空公司外部环境，利用SWOT分析手段 研究河北航空公司的优劣势和机会挑战，总结出适合企业品牌建设的战略规划 ，分析借 鉴区域性品牌特色鲜明的四川航空公司品牌建设的优点，总结出适合河北航空公司品牌 建设的优化方案，为河北航空公司品牌建设指明道路。 本文的优化方案从河北航 空公司品牌战略中入手，企业级品牌战略选择结合稳定型 发展战略和增长型战略；市场级品牌战略是坚持高端路线，体现核心差异化；销售级品 牌战略以贴合顾客为核心，提高 服务质量。具体的品牌优化涉及以下几个方面：品牌定 位以打造地区特色元素作为核心；品牌传播选择高性价比的传统媒体；加大品牌营销中 的投入资金；完善品牌建设框架， 维护品牌形象；探索企业故事，沉淀自身品牌文化。 通过不同层面品牌战略和品牌建设的优化，帮助河北航空公司树立良好的品牌形象，提 升民航市场中品牌影响力，扩大品牌 影响范围，通过品牌建设提高销售额，实现企业的 稳定长久发展。 关键词：品牌战略；品牌建设；品牌定位 II Abstract Withtherapiddevelopmentoftheglobaleconomyandthetrendofintegration,the globalaviationenterprisesarecommunicatingwitheachothermoreandmoreclosely,andthe civilaviationindustryisfacingfiercecompetition.Asaserviceenterprise,aviation enterprisesneedtoattachimportancetotheconstructionofbrandimagewhileimproving servicequalityandbuildingcorecompetitiveness.BecauseServiceenterprisesdirectlyface consumers,sowhetherthebrandimageclosetoconsumersisthebasisoflong-term developmentofenterprises.Asanewforceofdomesticregionalaviationenterprises,Hebei Airlines'servicequalityhasbeenrecognizedbythevastnumberofconsumers,butthe developmentofbrandbuildingisstillnotperfect.Ifbrandbuildingisnottakenseriously,will limitthefurtherexpansionofenterprises.Basedonthis,thispaperwilltakethebrand buildingofHebeiAirlinesintothestudy,usePESTmodeltoanalyzetheexternal environmentofHebeiAirlines,anduseSWOTanalysistostudythestrengthsandweaknesses ofHebeiAirlinesandopportunitiesandchallenges,thispapersumsupthestrategicplan suitableforthebrandbuildingofenterprises,analyzestheadvantagesofthebrandbuildingof SichuanAirlines,whichdrawlessonsfromthedistinctivecharacteristicsofregionalbrands, andsumsuptheoptimizedschemesuitableforthebrandbuildingofHebeiAirlines,itpoints outthewayforthebrandconstructionofHebeiAirlines. TheoptimizationplanofthispaperstartsfromthebrandstrategyofHebeiairlines, whichcombinesthestabledevelopmentstrategyandthegrowthstrategy;themarketlevel brandstrategyistoadheretothehigh-endline,reflectingthecoredifferentiation;thesales levelbrandstrategyistofitcustomersasthecore,andimprovetheservicequality.The specificbrandoptimizationinvolvesthefollowingaspects:brandpositioningtakesbuilding regionalcharacteristicelementsasthecore;brandcommunicationchooseshighcost -effective traditionalmedia;increasestheinvestmentfundsinbrandmarketing;improvesthebrand constructionframework,maintainsthebrandimage;explorestheenterprisestory,precipitates itsownbrandculture.Throughtheoptimizationofbrandstrategyandbrandconstructionat III differentlevels,helpHebeiairlinestoestablishagoodbrandimage,enhancethebrand influenceinthecivilaviationmarket,expandtherangeofbrandinfluence,improvesales throughbrandconstruction,andrealizethestableandlong-termdevelopmentofthe enterprise. Keywords:Brandstrategy;Brandbuilding;Brandpositioning IV 目录 1绪 论.........................................................................................................................................1 1.1选题背景和意 义...........................................................................................................1 1.1.1选题背 景.............................................................................................................1 1.1.2选题意 义.............................................................................................................2 1.2研究思路和内 容...........................................................................................................2 1.2.1研究思 路.............................................................................................................2 1.2.2研究内 容.............................................................................................................3 1.3航空品牌研究现 状.......................................................................................................3 1.3.1国外研究现 状.....................................................................................................4 1.3.2国内研究现 状.....................................................................................................4 1.3.3研究评 述.............................................................................................................5 1.4研究方法和创新 点.......................................................................................................5 1.4.1研究方 法.............................................................................................................5 1.4.2创新 点.................................................................................................................6 2相关理论概 述.........................................................................................................................7 2.1品牌和品牌战略理 论...................................................................................................7 2.2品牌管理理 论...............................................................................................................8 3河北航空公司品牌建设现状及问题分 析...........................................................................10 3.1河北航空公司简 介.....................................................................................................10 3.2河北航空公司品牌建设现 状.....................................................................................10 3.2.1品牌定位现状分 析...........................................................................................11 3.2.2品牌营销现状分 析...........................................................................................11 3.2.3品牌传播现状分 析...........................................................................................12 3.2.4品牌维护现状分 析...........................................................................................12 3.2.5品牌文化现状分 析...........................................................................................12 3.3河北航空公司品牌建设问题诊 断.............................................................................13 V 4河北航空公司品牌建设内外部环境和SWOT分 析.........................................................14 4.1河北航空公司品牌建设外部环境分 析.....................................................................14 4.1.1外部环境现 状...................................................................................................14 4.1.2PEST模型分 析.................................................................................................15 4.1.3外部环境分析总 结...........................................................................................16 4.2河北航空公司品牌建设内部环境分 析.....................................................................17 4.2.1河北航空公司品牌建设内部环境现 状...........................................................17 4.2.2河北航空公司品牌建设内部文化分 析...........................................................18 4.2.3河北航空公司品牌建设内部资源分 析...........................................................18 4.2.4河北航空公司品牌