本文在学习国内外相关文献的基础上，明确电网品牌内涵，阐述 SWOT 模型以及
电网品牌建设工作涉及的主要阶段与核心内容。然后从品牌塑造、品牌管理、品牌传播、
品牌维护等方面详细阐述 J 市供电公司品牌建设的现状，同时指出存在的问题。继而利
用 SWOT 模型分析 J 市供电公司品牌建设存在的优势与劣势，以及面临的机会与威胁，
根据分析结果给出 J 市供电公司品牌建设的总体建议。最后，根据 J 市供电公司品牌建
设所处的内外部环境，构建涵盖指导原则、工作抓手、工作维度、提升目标的 J 市供电
公司品牌建设总体策略，并从品牌塑造、品牌传播、品牌维护、品牌保障等方面详细介
绍品牌建设的具体方法。在品牌塑造方面，打造地域特色服务，加强与利益相关方的沟
通，同时深化社会责任管理；在品牌传播方面，综合利用新媒体等传播手段，拓宽传播
渠道，丰富正面传播内容；在品牌维护方面，建立舆情、信访、法律三位一体品牌维护
工作机制；在品牌保障措施方面，健全工作体系，规范管理过程，提升队伍素质
本文通过对 J 市供电公司品牌建设工作的研究，旨在总结出电力体制改革背景下的
品牌建设策略，丰富电力企业品牌化理论研究的案例。本文的研究成果不仅为 J 市供电
公司品牌建设工作指明了方向，而且对其他供电公司开展品牌建设工作具有一定的借鉴
意义
关键字：电网品牌；SWOT 分析；品牌建设；品牌策略华北电力大学硕士学位论文
II
Abstract
With the continuous deepening of power system reform, the production and operation
environment has changed. The introduction of competition mechanism in the electricity sale
side makes power supply company face more and more fierce competition. As one of the most
important means to improve the competitiveness of company, brand building help the
company adapt to the change of market situation and achieve long-term development.
In this paper, based on the study of related literature at home and abroad, the definition
of electricity brand are defined, the SWOT model and the main stage and core content of
brand building are expounded. Then, this paper analyzes the current situation of brand
building in J power supply company from the perspective of brand shaping, brand
management, brand spread and brand maintenance and points out the existing problems. The
SWOT model is utilized to analyze the advantages and disadvantages as well as opportunities
and threats of brand building in J power supply company. The overall recommendations are
proposed according to the SWOT analysis. Finally, based on the internal and external
environment of J power supply company, the brand building overall strategy are determined
which covers work principle, work point, work dimension and the ascension of goal. The
specific methods of brand building are putting forward from the five aspects of brand shaping,
brand spread, brand maintenance, brand crisis management and brand safeguards. In brand
building, the characteristic service can be built, the communication with stakeholders should
be strengthened and the management of social responsibility must also be deepened. In brand
spread, the means of communication including new media should be comprehensively utilized
to broaden the channels of communication and enrich the positive content. In brand
maintenance, a three-in-one brand maintenance work mechanism including public opinion,
petition letter and the law. In brand crisis management, the appropriate treatment is
determined according to the crisis in the different phases. In brand safeguards, the company
should improve work system, standardize the management process and enhance the quality of
the team.
This paper aims at summarizing the brand building strategy under the background of
power system reform through the research of J power supply company on brand construction,
which enriches the case studies on the theory of brand building of electric power enterprises.
The research results in this paper not only point out the direction for brand building of J
power supply company, but also have a certain reference significance for other power supply
companies to carry out brand building work.
Keywords: power grid brand, SWOT analysis, brand building, strategy of brand building华北电力大学硕士学位论文
III
目 录
摘要.....I
AbstractII
目 录..........III
第 1 章 绪论......1
1.1 选题背景及意义 1
1.1.1 选题背景 ..... 1
1.1.2 选题意义 ..... 1
1.2 国内外研究现状 2
1.2.1 国外研究现状 ......... 2
1.2.2 国内研究现状 ......... 3
1.3 研究方法与研究内容.... 5
1.3.1 研究方法 ..... 5
1.3.2 研究内容 ..... 5
第 2 章 电网品牌建设理论基础..........7
2.1 品牌内涵 7
2.1.1 社会产品的品牌内涵 ......... 7
2.1.2 电网的品牌内涵 ..... 8
2.2 电网品牌建设 SWOT 模型 ...... 9
2.3 电网品牌建设工作的核心内容 ...... 10
2.4 本章小结 ...... 12
第 3 章 J 市供电公司品牌建设现状分析 .....13
3.1 国
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