中国高速铁路品牌化的内涵与路径研究

Study on Contents and Approaches of China High-speed Railway Branding

在阐述中国高速铁路品牌化的内涵与发展阶段的基础上,提出我国高速铁路的品牌化建设主要从高速铁路产品品牌化和高速铁路企业品牌化2条路径展开,并以产品品牌化和企业品牌化的发展推动国家品牌化,同时提出中国高速铁路的品牌化发展策略,即确立品牌营销与技术创新并重的发展战略、通过品牌化完善中国高速铁路的标准体系、明晰品牌定位以塑造"中国高铁"的品牌形象、形成产品品牌与企业品牌的良性互动机制。

Based on expounding contents and development stages of China high-speed railway branding, this paper puts forward that the brand building of China high-speed railway was mainly developed from 2 approaches, which are the branding of high-speed railway product and the branding of high-speed railway enterprise, and national branding was promoted by the development of the product branding and enterprise branding, at the same time, the paper also puts forward branding development strategies of China high-speed railway, which means determining the development strategy which laying equal stress on brand marketing and technical innovation, improving standard system of China high-speed railway through branding, clearing brand positioning as to create brand image of China High-speed Railway and forming a favorable interactive mechanism between product brand and enterprise brand.