广东移动公司品牌战略案例研究

发布时间：2018-03-24 15:29

本文选题：广东移动公司　切入点：品牌战略　出处：《兰州大学》2009年硕士论文

【摘要】： 中国移动通信集团广东有限公司(以下简称广东移动公司)是中国移动通信集团公司(以下简称中国移动)旗下的省级二级法人企业,负责中国移动在广东的业务经营。自1995年起,作为中国移动通信领域实施品牌战略的先行者,广东移动公司开始了品牌化经营的尝试。从“广东全球通”,到“神州行”、“动感地带”,再到“神州行大众卡”,广东移动公司在品牌化经营上的每一次探索,都开创了一个新的天地,也都推动着企业跃上了一个新台阶。而其摸索出的成功经验,很快在中国移动全面推广,进而又成为推动中国移动快速发展的重要驱动力,因此,广东移动公司的品牌战略值得深入总结和研究。基于以上认识,本文根据案例研究方法,在掌握广东移动公司大量资料的基础上,对广东移动公司实施品牌战略的基本进程和主要内容进行了系统的梳理和理论总结,并对其实施品牌战略的效果进行了较为详尽的分析,认为广东移动公司通过实施品牌战略,在品牌管理体系、品牌的驱动力生成、品牌经营绩效、品牌的市场竞争力,以及品牌发展等五个方面取得了显著成效,提出广东移动公司厚积薄发的企业文化、敏锐领先的品牌意识、开放先进的品牌理念、科学规范的品牌运作机制,以及细致完善的品牌执行力等是其品牌战略成功的关键。当然,品牌架构的合理性、各客户品牌界限的模糊及企业的品牌创新意识和创新能力后继乏力也是广东移动公司品牌战略持续发展过程中需要解决的问题。
[Abstract]:China Mobile Communications Group Guangdong Co., Ltd (hereinafter referred to as Guangdong Mobile Company) is a provincial level II legal person enterprise of China Mobile Communications Group Company (hereinafter referred to as China Mobile). Responsible for China Mobile's business operations in Guangdong. Since 1995, as a pioneer in the implementation of brand strategy in China Mobile Communications, Guangdong Mobile Company has begun to try to brand its business. From "Guangdong GSM" to "Shenzhou trip", "dynamic Zone", to "Shenzhou Walking Public Card", Guangdong Mobile Company has made every exploration in brand management. Both opened up a new world and pushed the enterprises to a new level. And the successful experience it groped out soon became an important driving force to promote the rapid development of China Mobile. The brand strategy of Guangdong Mobile Company is worth summing up and studying in depth. Based on the above understanding, this paper systematically combs and summarizes the basic process and main contents of the brand strategy of Guangdong Mobile Company on the basis of a large number of data from Guangdong Mobile Company according to the method of case study. And the effect of brand strategy is analyzed in detail. It is concluded that Guangdong Mobile Company through the implementation of brand strategy, brand management system, brand driving force generation, brand management performance, brand market competitiveness. As well as five aspects of brand development have achieved remarkable results, put forward Guangdong Mobile Company's well-established corporate culture, sharp leading brand awareness, open advanced brand concept, scientific and standardized brand operation mechanism, Of course, the rationality of the brand structure is the key to the success of its brand strategy. The blurring of customer brand boundaries and the weakness of brand innovation consciousness and innovation ability of enterprises are also the problems to be solved in the sustainable development of brand strategy of Guangdong Mobile Company.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626;F273.2

【引证文献】