摘要
伴随着整体国民经济改革的优化升级，规划设计行业作为智力服务行业，需要
从多方面实施更科学有效的举措，提高资源利用率、提升企业管理水平，促进企业
的精细化、精准化管理。同时，在剧烈的竞争形势下，如果企业仅关注项目生产的
交付而不重视品牌发展，则难以在行业内建立持续的发展优势。在国家“十四五”
规划的相关政策引领下，各企业开始不再依赖传统的生产模式和理念，而是逐步转
变刻板思维，从低效化、粗放式的管理模式向专业化、精细化的管理模式过渡。目
前，规划设计企业在宏观环境和行业环境上都面临着诸多风险和困境。但是，企业
经营者要有风险与收益共存、挑战和机遇共生的意识。为应对严峻的外部环境，企
业迫切需要树立强劲的市场核心竞争力，不断突破外部挑战，抓住机会促进自身建
立不断发展的动力。针对规划设计企业，应在遵循行业准则的前提下，拥抱先进的
技术和媒介，明晰外部环境和发展条件，通过打造品牌来拓展市场影响力，建构有
力的竞争地位。
首先，本人通过阅读相关文献，梳理了国内外有关品牌建设策略的相关研究，
根据前人研究的不足确定本文研究主题，即 ZY规划设计院品牌建设策略研究。其
次，将品牌竞争力理论、品牌定位理论和品牌传播理论作为理论支撑。然后，以 ZY
规划设计院为研究对象，结合工作实践和问卷调查，整理了ZY规划设计院的基本
信息，深入挖掘现存问题。再利用 PEST法、波特五力模型以及 SWOT分析法，分
析 ZY规划设计院所处的内外部环境。最后，参照品牌建设策略的标准、目标和理
念，提出该规划设计院在品牌建设中的对应策略，以及落实品牌建设策略的实施路
径和保障措施。通过本研究，一是助力企业完善和改进品牌建设策略，打造具备竞
争力的品牌，树立企业竞争优势，让企业获得持续的经济效益；二是丰富了规划设
计企业品牌建设的相关研究，对现有研究作了进一步补充。
关键词：ZY规划设计院；品牌建设；策略研究
Abstract
With the optimization and upgrading of the overall national economic reform, the planning and
design industry, as an intellectual service industry, needs to implement more scientific and effective
measures from many aspects to improve the utilization rate of resources, improve the level of enterprise
management, and promote the fine and precise supervision of enterprises. At the same time, in the fierce
competition situation, enterprises only focus on project production and delivery but do not pay attention
to brand development, such a concept is difficult to help enterprises in the industry to establish a long-
term development advantage foundation. Under the guidance of the national "14th Five-Year Plan"
policy, the national economy has begun a vigorous supply-side reform. Enterprises no longer rely on
traditional means of production, and they begin to change their rigid thinking, from inefficient and
extensive management mode to professional and refined management mode, taking into account both
efficiency and efficiency. At present, planning and design enterprises are facing many risks and
dilemmas in the macro environment and industry environment. However, enterprise managers should
have a sense of concern that risks and benefits coexist and challenges and opportunities coexist. In order
to cope with the severe external environment, enterprises urgently need to establish a strong core market
competitiveness, constantly break through external challenges, and turn them into the source of power
to promote their owndevelopment. For planning and design enterprises,they should refer to
standardized industry standards and advanced data technology, detail their own advantages, promote
their own culture by building brands, and establish a strong competitive position.
First of all, by reading relevant literature and integrating relevant studies on brand building
strategies at home and abroad, I decided on the research topic of this paper based on the shortcomings
of previous studies, that is, the research on brand building strategies of ZY Planning and Design
Institute. Secondly, brand competitiveness, brand positioning and brand communication are taken as
theoretical support. Then, taking ZY Planning and Design Institute as the research object, the basic
information of ZY planning and Design Institute can be understood by searching materials, and the
existing problems can be deeply explored. PEST method, Porter's Five forces model and SWOT
analysis are used to analyze the macro environment, industry situation and actual situation of ZY
Planning and Design Institute. Finally, reference standard of brand building strategy, goal and idea, put
forward the corresponding strategy of design institute in building brands, can be adjusted through
enhancing the overall brand concept, organization structure, constructing theexternal enterprise
environment, establishing the media channels and investment aspects such as new technology resources,
the smooth implementation of brand building strategy. Through this study, firstly, it helps peer
enterprises to improve the brand construction strategy, create innovative brands, establish competitive