中国建筑企业已开始重视品牌,但与国际市场的建筑企业起来相比较,我国的 建筑企业品牌意识和品牌理念仍存在着较大的差异。在日趋激烈的建筑施工市场行 情下，国内施工企业应不断提升和树立正确的品牌观念,并采用实用有效的策略来 塑造品牌。在当前愈发激烈的建筑市场竞争条件下，国有施工企业逐步注重企业品 牌形象的塑造和推广，以期提升企业的影响力和知名度。 本文首先对国内施工企业的发展现状及品牌塑造进行梳理,对企业品牌形象有 关理论、特征等作基础介绍，重点对中煤第七十一工程处有限责任公司的品牌形成、 发展、塑造和推广进行了阐述，介绍了企业的历史沿革、组织架构、荣誉资质、发 展规划等情况。同时，结合品牌形象塑造理论中的 Keller 的品牌联想模型、Biel 的品牌形象理论，分析中煤第七十一工程处有限责任公司品牌形象的现状与问题。 其次，通过阐述品牌定位和品牌识别系统设计，着重讨论中煤第七十一工程处有限 责任公司的品牌形象塑造策略，包括：挖掘品牌故事、树立丰碑形象、塑造奉献精 神、突出品牌美誉度、彰显国企社会责任等。在具体分析中，再结合企业品牌形象 传播理论中的 IMC 整合营销传播理论、关系营销理论，进一步探究中煤第七十一工 程处有限责任公司的品牌形象传播的有效策略，包括：选择传播媒介、重视公共关 系、宣传品牌技术和品牌工程、参与社会公益赞助活动、弘扬工程全周期服务理念 等。最后，从品牌形象塑造和传播的实施保障方面，分析了制度保障、组织保障和 评估保障。通过以上品牌形象塑造与传播有关理论与具体实践的提炼、总结，从而 为提升建筑施工企业品牌影响力提供一定的借鉴。 关键词：施工企业；品牌形象塑造；品牌传播1 ABSTRACT Chinese construction companies have begun to pay attention to brands, but compared with foreign construction companies, there are still significant phase differences in the concept of brand awareness of construction companies in China. Therefore, with the gradual entry of foreign construction companies, domestic construction companies must now clearly establish the correct brand concept and build brands through effective strategies. Under the increasingly fierce competition in the construction market, state-owned construction companies have gradually focused on the shaping and promotion of corporate brand image in order to enhance their influence and visibility. This paper firstly combs the development status and branding of domestic construction enterprises, introduces the theory and characteristics of corporate brand image, and focuses on the formation, development, shaping and promotion of China Coal NO.71 Engineering Company Limited, and introduces the enterprises. Historical evolution, organizational structure, honor qualifications, development planning, etc. At the same time, combined with Keller's brand association model and Biel's brand image theory in brand image modeling theory, the status quo and problems of China Coal NO.71 Engineering Company Limited brand image are analyzed. Secondly, through expounding the brand positioning and brand recognition system design, it focuses on the brand image shaping strategy of China Coal NO.71 Engineering Company Limited, including: mining brand stories, establishing a monumental image, shaping dedication, highlighting the brand reputation, and highlighting the social responsibility of state-owned enterprises. In the specific analysis, combined with the IMC integrated marketing communication theory and relationship marketing theory in the corporate brand image communication theory, further explore the effective strategies of China Coal NO.71 Engineering Company Limited brand image communication, including: selecting the media, attaching importance to public relations, promoting brand technology and Brand engineering, participation in social welfare sponsorship activities, and promotion of the project's full-cycle service concept. Finally, from the perspective of the implementation guarantee of brand image formation and dissemination, the system guarantee, organization guarantee and evaluation guarantee are analyzed. Through the refinement and summarization of the theory and specific practice of the above brand image shaping and dissemination, it can provide some reference for improving the brand influence of construction enterprises. KEYWORDS:The Construction Enterprise; Brand Image Building; Brand communication1 目 录 第一章 绪论...................................................................................................1 第一节 选题背景 ............................................................................................................1 第二节 研究目的与意义 ................................................................................................1 一、研究的目的............................................................................................................1 二、研究的意义............................................................................................................2 第三节 相关文献综述 ....................................................................................................3 第四节 研究的主要内容、方法和创新点 ....................................................................3 一、研究内容................................................................................................................3 二、研究方法................................................................................................................3 三、创新之处与研究难点............................................................................................4 第二章 品牌形象相关理论基础...................................................................5 第一节 品牌形象及其概念 ............................................................................................5 第二节 品牌形象塑造理论 ............................................................................................6 一、Keller 的品牌联想模型.........................................................................................6 二、Biel 的品牌形象理论 ............................................................................................7 第三节 品牌形象传播理论 ............................................................................................7 一、IMC 整合营销传播理论........................................................................................7 二、关系营销理论........................................................................................................8 第三章 中煤第七十一工程处品牌形象的现状与问题...............................9 第一节 中煤第七十一工程处简介 ................................................................................9 一、企业发展历史沿革................................................................................................9 二、施工项目业绩荣誉..............................................................................................10 第二节 中煤第七十一工程处品牌形象的现状 ..........................................................11 一、访谈设计与实施..................................................................................................11 二、品牌形象现状分析..............................................................................................12 第三节 中煤第七十一工程处品牌形象的问题及其成因 ..........................................132 一、品牌形象的问题.................................................................................................. 13 二、问题的成因分析.................................................................................................. 15 第四章 中煤第七十一工程处品牌形象塑造.............................................16 第一节 品牌定位.......................................................................................................... 16 一、品牌定位的概念.................................................................................................. 16 二、进行品牌形象定位分析...................................................................................... 16 第二节 品牌识别系统设计.......................................................................................... 17 第三节 品牌形象塑造策略..........................................................................................