The Structure And Comprehensive Evaluation Of "Brand Maintenance" Management Value Chain In State Grid Liao Yang Electric Power Supply Company

Under the current public opinion atmosphere,the majority of the public are full of interest and curiosity about the negative public opinion such as negative events and topics of state grid companies,which therefore caused a lot of discussion,had relatively serious impact on and did some harm to the company's brand and image in the society.Based on this,the internal management professionals of state grid companies carried out extensive and in-depth research for network public opinion and crisis management.The study found that the management of negative public opinion and brand crisis are usually the remedial measures after the negative events which occurred and damaged the company's brand image while daily maintenance and management of brand image and public opinion are rarely appeared for the local power supply companies affiliated to the state grid companies.For daily brand management of State Grid LiaoYang Electric Power Supply Company,it needs to pay close attention to and practice “brand maintenance” management in their daily life and work at every moment and every minute.“Brand maintenance” management is mainly about the company's internal management work,which should start before the implementation of brand crisis management and basically covers each item business and each staff of the entire company,fully integrated into daily enterprise basic management.This paper analyzes the problems existing in brand construction of State Grid LiaoYang Electric Power Supply Company,makes wider and deeper study on its brand maintenance management and strives to build and does some comprehensive evaluation on the “brand maintenance” management value chain which covers all kinds of business of the company.By the SWOT analysis method,for the brand maintenance work of State Grid LiaoYang Electric Power Supply Company,this paper points out current situation and deficiencies of the brand maintenance work,establishes the “brand maintenance” management model,digs out the relative strategic factors and implements the strategy of portfolio analysis.Through value chain analysis,this paper establishes the “brand maintenance” value chain management system,constructs the model of “brand maintenance” management system,defines the basic value elements and auxiliary value in the value chain model,carries out the value-added system analysis,and puts forward the optimization countermeasures.Adopting fuzzy mathematical method,this paper determines the comprehensive evaluation index of “brand maintenance” management system,constructs the comprehensive evaluation model and makes some judge.On this basis,this paper succeeds to solve the problems of imperfect "brand maintenance" system and unscientific evaluation method,in order to realize and achieve the radical innovation of brand management work of State Grid LiaoYang Electric Power Supply Company.