随着我国2025年进入制造业强国目标的提出，高端制造业成为中国工业发展的重 中之重。这对我国制造业在减少能耗、物耗及污染物的排放的前提下，进一步提升产品 质量，提升中国制造品牌的价值提出了新的、更加明确的要求，而作为工业制造基础的 钢铁制造业更是其中的核心，这也对炼钢行业的原料来源废钢铁回收行业提出了新的要 求。废钢铁行业的产品基本供应给炼钢企业，是典型的B2B产品，通过品牌的建设，能 够在客户心智中形成独特的品牌形象，树立良好的品牌形象，进而在更好地赢得客户信 任感的同时，增加产品附加值，获得品牌的价值提升，提升企业的核心竞争力。 本文以鑫之源这家近两年成立的再生资源回收企业品牌建设工作为例，运用国内外 品牌建设、品牌定位、品牌识别设计、整合营销传播等方面的理念与方法，通过对鑫之 源公司的内外部环境进行分析，确定了公司的市场细分与目标市场定位。在此基础上， 本文明确了鑫之源的品牌定位和品牌理念，然后制定了公司品牌要素设计策略、品牌故 事的策略、品牌营销传播策略，并为品牌策略的有效实施提出了品牌持续发展的保障机 制。 通过鑫之源品牌创建及发展阶段的策略制定，以期有效发挥公司在产品与服务打造 中的“后发优势”，构建公司的品牌竞争力与品牌资产，促进公司品牌价值长期稳定增 长。本文提出的品牌策略及保障措施，不仅对鑫之源公司的品牌竞争力形成有一定参考 价值，同时也对同样具有B2B品牌建设需求的其他品牌打造具有普遍的操作意义。 关键词：B2B品牌建设；品牌策略；品牌要素设计；品牌传播； II RESEARCHONBRANDCONSTRUCTIONSTRATEGYOF XINZHIYUANCOMPANY ABSTRACT WithChina'sgoalofbecomingamanufacturingpowerhousein2025,high-end manufacturinghasbecomethetoppriorityofChina'sindustrialdevelopment.Underthe premiseofreducingenergyconsumption,materialconsumptionandpollutantemissions, China'smanufacturingindustryhasfurtherimprovedproductqualityandraisedthevalueof Chinesemanufacturingbrands.Ithassetnewandmoreclearrequirements,andsteel manufacturingindustryasthebasisofindustrialmanufacturing.Itisalsothecoreofthis, whichalsoputsnewdemandsonthescrapsteelrecyclingindustry,whichisthesourceofraw materialsforthesteelindustry.Theproductsofthescrapsteelindustryarebasicallysupplied tosteel-makingenterprises.ItisatypicalB2Bproduct.Throughtheconstructionofthebrand, itcanformauniquebrandimageinthecustomer'smind,establishagoodbrandimage,and thenbetterwinthetrustofcustomers.Atthesametime,increasetheaddedvalueofproducts, gainthevalueofthebrand,andenhancethecorecompetitivenessofthecompany. ThisarticletakesXinzhiyuan,arenewableresourcerecyclingenterprisebrand constructionworkestablishedinthepasttwoyearsasanexample,andusestheconceptsand methodsofdomesticandinternationalbrandbuilding,brandpositioning,brandrecognition design,integratedmarketingcommunication,etc.Thecompany'sinternalandexternal environmentwasanalyzedtodeterminethecompany'smarketsegmentationandtargetmarket positioning.Onthisbasis,thepaperclarifiesthebrandpositioningandbrandconceptof Xinzhiyuan,andthenformulatesthecompany'sbrandelementdesignstrategy,brandstory strategy,brandmarketingcommunicationstrategy,andproposesthebrand'ssustainable developmentfortheeffectiveimplementationofbrandstrategy.Securitymechanism. ThroughthestrategyofXinzhiyuanbrandcreationanddevelopmentstage,inorderto effectivelyplaythecompany's"post-developmentadvantage"inproductandservicecreation, III buildthecompany'sbrandcompetitivenessandbrandequity,andpromotethecompany's brandvalueforlong-termstablegrowth.Thebrandstrategyandsafeguardmeasuresproposed inthispapernotonlyhavecertainreferencevaluefortheformationofXinzhiyuan'sbrand competitiveness,butalsohaveuniversaloperationalsignificanceforotherbrandsthatalso haveB2Bbrandconstructionneeds. KEYWORDS：B2Bbrandbuilding;Brandstrategy;Brandelementdesign;rand communication IV 目录 摘要......................................................................................................................................I Abstract.....................................................................................................................................II 第一章导论............................................................................................................................1 1.1研究背景.....................................................................................................................1 1.2研究内容和意义...........................................................................................................2 1.2.1研究内容.............................................................................................................2 1.2.2研究意义.............................................................................................................3 1.3研究方法.......................................................................................................................3 1.4论文框架........................................................................................................................4 1.5文献综述........................................................................................................................5 1.5.1国外文献综述.....................................................................................................5 1.5.2国内文献综述.....................................................................................................7 1.5.3研究现状评述......................................................................................................8 第二章鑫之源公司品牌环境分析.......................................................................................9 2.1鑫之源公司及品牌建设现状介绍...............................................................................9 2.1.1鑫之源公司介绍.................................................................................................9 2.1.2公司品牌现状.....................................................................................................9 2.2鑫之源公司宏观环境分析.........................................................................................10 2.2.1政治环境分析....................................................................................................10 2.2.2经济环境分析....................................................................................................11 2.2.3社会环境分析....................................................................................................12 2.2.4技术环境分析....................................................................................................12 2.3鑫之源公司微观环境分析.......................................................................................13 2.3.1竞争对手分析....................................................................................................13 2.3.2客户分析...........................................................................................................14 2.4鑫之源公司自身分析.................................................................................................14 2.4.1公司优势分析....................................................................................................14 2.4.2公司劣势分析....................................................................................................15 2.4.3公司机会分析....................................................................................................15 V 2.4.4公司威胁分析....................................................................................................15 2.4.5公司SWOT综合分析......................................................................................16 2.5鑫之源公司品牌策略实施的必要性.......................................................................16 第三章鑫之源公司品牌策略的内容.................................................................................18 3.1鑫之源公司品牌策略的目标与流程..........................................................................18 3.2鑫之源品牌目标市场策略.......................................................................................18 3.3品牌定位与品牌理念...............................................................................................19 3.3.1鑫之源公司品