公路运输行业进入市场化之后,公路客运企业之间的竞争变得更加激烈。研宄和

制定科学适用的品牌战略,可以使公路客运企业正确处理好长期利益和短期利益的关

系,使企业的经济效益得到稳定提高,具备强有力的竞争实力。CZ公路运输集团公

司多年来积极探索企业稳定可持续发展的战略,创建了“三心”服务、“常州快客”的客

运服务品牌,虽然目标和想法很好,但落实的效果却并不明显。随着近年来公路运输

行业竞争力的下降,依靠品牌战略发展企业的做法成为公司提高市场竞争力的必要手

段,制定专业的品牌战略是客运企业能够在公路运输行业的长期竞争中保持优势地位

的一条出路。国内外公路客运企业的成功品牌案例也从实证上表明了这一点。

本文从cz公路运输集团公司发展的实际清况出发,通过描述总体思路和目标,

运用相关理论、实证分析,对cz公路运输集团公司的品牌战略环境、现状进行分析,

对品牌战略的定位和选择进行研宄,结合公司的实际情况制定出合适的品牌战略,使

CZ公路运输集团公司在市场竞争中能够区别于其他公司,取得战略优势。同时,在

借鉴国内外客运公司成功品牌建设的范例基础上,对该公司提出“一主多元”背书品牌

的品牌战略,集中资源打造主打品牌,背书品牌、整合资源,把重点放在品牌的推广

和内涵上,提高品牌整体的生命力。该研究对CZ公路运输集团公司发展的整体性、

长期性、基本性有着至关重要的意义,为企业经济利益实现稳定增长,为我国公路运

输企业有效确立实施服务品牌战略,促进公路运输业的协调健康发展提供借鉴和参

考。

关键词:公路运输企业,品牌战略,战略实施

Abstract

Since highway transportation industry has been on the way of marketization, the

competition between highway passenger transport enterprises is growing. To study and

formulate a scientific and suitable brand strategy is good for highway passenger traffic

enterprise to handle the relationship between long-term and short-term interests correctly,

then the economic efficiency and competition strength enhances stably. CZ Highway

Transport Group has explored for company sustainable development strategies for many

years, and built some brands such as “Three Hearts Service and “Changzhou Express

Coach”. Though these are good, the effect is not obvious. As the competitiveness of

highway transportation industry is declining in the recent years, the way to develop

company depending on the brand strategy has become a necessary measure to help

enterprise to tone up market competition. Producing a professional brand strategy is a way

out for highway passenger traffic enterprise to maintain the dominant position in the

long-term competition of highway transportation industry. Successful brand cases of

domestic and international road passenger transport enterprises have already showed that.

This article is based on the reality of CZ Highway Transport Group, in addition to

describes the overall thinking and goal, it analyses the brand strategy environment and

current situation, and considers the positioning and choice of brand strategy by the way of

using the related theory and empirical analysis. It is aim to make CZ Highway Transport

Group different from others in the market competition by building appropriate brand

strategy in light of actual conditions of the company. At the same time, drawing on the

experience of successful brands building of domestic and international road passenger

transport enterprises, it proposes “one with some supporting elements” endorsement brand,

focusing on building leading brands, endorsing brands and integrating resources. Taking

promotion and connotation of the brand as key point to improve the overall vitality. This

research for the overall development of CZ Highway Transport Group, long-term,

fundamental to the commissioner also has major significance. It provides references on the

company stable economic growth, establishes service brand strategy of the highway

transportation enterprises in our country effectively to promote the sound development of

the highway transportation industry.

Key words: Highway transportation enterprises, brand strategy, the implementation of

the strategy