党的十九大提出，建设交通强国的目标，构筑交通强国建设的“四梁八柱”， 高速公路负有重大的历史使命。高速公路是交通基础设施的重要组成部分，是国 家交通的命脉，是社会文明服务水平的体现，更是展示各高速公路企业品牌文化 形象的重要窗口。高速公路企业实施品牌建设是提高服务品质、企业形象的有效 举措，对外有利于增加企业的知名度，提高企业的竞争能力，对内有利于增加员 工的归属感、向心力、凝聚力。 本文选取河南省许平南高速公路有限责任公司为研究对象。首先，指出许平 南公司品牌建设所存在的问题；其次，运用 PEST、波特五力模型、SWOT 三种工 具对许平南高速品牌建设的内外部环境进行分析；然后，提出许平南高速品牌建 设的详细方案，包括品牌建设的目标、原则、思路、特征等，并根据“温馨高速 路印象许平南”的品牌内涵，指出品牌建设的主要内容，包括实施品牌发展战 略、实施强制排名绩效考核机制、打造科学养护工程、打造“三位一体”的服务 体系、温馨保通和高效管理综合一体化、全力推行 ETC 着力建设智慧高速；最后， 提出品牌建设方案实施的四大保障措施。 本文旨在以品牌相关理论为依据，围绕许平南公司许平南高速致力于打造国 内一流的高速公路管理品牌的目标，用“温馨高速路印象许平南”这一品牌带 动企业向前发展，以系统的品牌建设为公众打造出行的美好文化环境。本文所提 的品牌建设方案及保障措施，不仅对于许平南公司在当今环境下的品牌建设具有 参考价值，也对同时期的其他同类高速公路企业开展品牌建设具有较强的借鉴意 义，具有一定的创新。 关键词，品牌建设；许平南；高速；温馨服务II Henan Xupingnan Expressway Co, Ltd brand building research Abstract The Nineteenth National Congress of the Communist Party of China put forward the goal of building a powerful transportation country, and constructed the four beams and eight pillars of the construction of a powerful transportation country. Highway has an important historical mission. Highway is not only an important component of transportation infrastructure, but also a reflection of social civilization and service level. It is also an important window to display the brand image of high-speed enterprises. Brand building is an effective measure to improve the service quality of Expressway enterprises. It is beneficial to increase the visibility of enterprises, enhance the core competitiveness of enterprises, and increase the sense of belonging of employees at home. This paper chooses Henan Xupingnan Expressway Co., Ltd. as the research object. Firstly, it points out the problems existing in the brand building of Xupingnan Expressway; secondly, it uses PEST, Porter's Five Forces Model and SWOT to analyze the internal and external environment of the brand building of Xupingnan Expressway; secondly, it puts forward the detailed scheme of the brand building of Xupingnan Expressway, including the goal, principle, train of thought and characteristics of the brand building. According to the brand connotation of Warm Expressway and Impression Xu Pingnan, the paper points out the main contents of brand construction, including implementing brand development strategy, implementing performance appraisal mechanism, building scientific maintenance of quality projects, building a three-in-one service system, integrating civilized law enforcement and efficient management, and focusing on construction. Intelligent high-speed; Finally, four major safeguards for the implementation of the brand building program are put forward. Based on brand theory and around the goal of Xu Pingnan Expressway to build a first-class expressway management brand in China, this paper aims to use the brand of Warm Expressway Impression Xu Pingnan to drive enterprises forward and build a warm service post for the public by building a systematic brand. The brandIII construction scheme and safeguard measures proposed in this paper not only have reference value for the brand construction of Xu Pingnan Expressway in today's environment, but also have strong reference significance for other similar Expressway enterprises to carry out brand construction in the same period. Key words: Warm Service； Xu Pingnan ；Expressway; Brand Building;IV 目 录 摘要 .............................................................................................................................................. I Abstract............................................................................................................................................II 第 1 章 绪论.....................................................................................................................................1 1.1 研究背景及意义...............................................................................................................1 1.1.1 研究背景...............................................................................................................1 1.1.2 研究意义...............................................................................................................2 1.2 国内外研究现状...............................................................................................................2 1.2.1 国外研究现状.......................................................................................................5 1.2.2 国内研究现状.......................................................................................................2 1.2.3 述评.......................................................................................................................4 1.3 研究思路与方法...............................................................................................................5 1.3.1 研究思路...............................................................................................................6 1.3.2 研究方法...............................................................................................................7 1.3.3 研究内容...............................................................................................................7 1.4 技术路线............................................................................................................................8 第 2 章 基本概念和相关理论.........................................................................................................9 2.1 基本概念...........................................................................................................................9 2.1.1 品牌........................................................................................................................9 2.1.2 品牌特征................................................................................................................9 2.1.3 品牌建设的内涵..................................................................................................10 2.1.4 品牌建设的作用..................................................................................................10 2.2 基本理论..........................................................................................................................10 2.2.1 信号理论..............................................................................................................10 2.2.2 品牌定位理论......................................................................................................11 2.2.3 品牌形象理论......................................................................................................11 2.3.4 品牌传播理论......................................................................................................12 2.2.5 品牌识别理论......................................................................................................12 2.3 品牌建设分析工具..........................................................................................................12 2.3.1 PEST 分析法........................................................................................................12 2.3.2 五力模型行业分析法..........................................................................................13 2.3.3 SWOT 分析法........................................................................................................13 2.3.4 品牌资产金字塔模型................