摘要
京沪高铁作为我国高铁网络的“黄金线路”,自2011年开通以来,不仅成为连接京津冀与长三角两大经济圈的重要纽带,更是中国高铁技术和服务水平的标志性象征。然而,随着全球高铁市场竞争日益加剧、乘客需求多元化愈发明显,京沪高铁公司在品牌建设方面也面临新的挑战。该文在梳理京沪高铁公司品牌建设现状的基础上,探讨其在品牌定位、宣传策略、品牌延伸和国际传播等领域存在的问题,提出相应的对策建议,为京沪高铁公司提升品牌价值、实现国际化高质量发展提供理论参考与实践路径。
The Beijing-Shanghai High-Speed Railway,as the"Golden Line"of China's high-speed rail net-work,has not only become an important link connecting the Beijing-Tianjin-Hebei regions and the Yangtze River Delta economic zones since its operation in 201l,but also serves as a symbol of China's high-speed rail technology and service level.However,with the intensification of global competition in the high-speed rail market and the di-versification of passenger demands,the brand building of the Beijing-Shanghai High-Speed Railway also faces new challenges.This paper analyzes the current status of the brand building of the Beijing-Shanghai High-Speed Rail-way,examines the existing issues in aspects such as brand positioning,promotional strategies,brand extension,and international communication,and puts forward corresponding countermeasures and suggestions.This paper aims to provide theoretical references and practical pathways for the Beijing-Shanghai High-Speed Railway to en-hance its brand value and achieve high-quality international development.
作者
周卫中
刘谦奇
吕阳
薛慧丽
崔东悦
ZHOU Weizhong;LIU Qianqi;LV Yang;XUE Huili;CUI Dongyue(China Enterprise Research Center,Central University of Finance and Economics,Beijing 100000,China;Beijing-Shanghai High-Speed Railway Co.,LTD,Beijing 100000,China;School of Government Management,Central University of Finance and Economics,Beijing 100000,China;School of Finance,Shandong University of Finance and Economics,Jinan Shandong Province 250014,China;Business School,Central University of Finance and Economics,Jinan Shandong Province 250000,China)
出处
《中国发展》
2025年第1期30-33,共4页
China Development
基金
京沪铁路股份有限公司科技研究项目的阶段性研究成果,合同编号:京沪科研2024-15。
关键词
京沪高铁
国际化
品牌建设
Beijing-Shanghai High-Speed Railway
Internationalization
Brand Building
