中国铁通品牌营销战略研究

发布时间：2018-04-09 02:10

本文选题：电信竞争　切入点：经营战略　出处：《北京交通大学》2008年硕士论文

【摘要】： 随着信息时代的到来,电信市场的发展遇到了前所未有的机遇和挑战。一方面,由于电信行业市场规模巨大,发展前景十分乐观。另一方面,市场竞争更加激烈。电信运营企业普遍认识到只有实施品牌战略,才能提高自己的市场份额和利润,才能在激烈的市场竞争中取得长期发展和长远利益。中国移动是中国电信运营企业中实施品牌战略比较早的运营企业,为了避免与竞争对手打价格战而推出“动感地带”品牌。中国移动品牌战略不仅带动移动通信领域的竞争进入品牌时代,对整个电信产业的竞争告别价格战也有重要的影响。现在,在整个电信行业已形成共识,那就是品牌重于一切。品牌竞争已经成为目前电信运营企业竞争的重要方式和手段。中国铁通作为六大基础电信运营企业之一,在经过七年多的运营后,也在品牌建设方面积累了一定的经验,正在逐步由初级的价格竞争向品牌竞争转变。本文以如何选择中国铁通品牌营销战略为主线,从品牌建设的意义,国内外电信运营企业品牌建设情况研究等开始着手分析,通过对国内外电信运营企业品牌组合策略的研究,总结运营企业的品牌发展规律和趋势,试图找出中国铁通在品牌建设方面的差距,并在研究中国铁通市场经营战略的基础上,提出了中国铁通品牌营销战略定位,并对中国铁通品牌推广策略和品牌管理进行了深入地探讨。
[Abstract]:With the advent of the information age, the development of the telecommunications market encountered hitherto unknown opportunities and challenges. On the one hand, the telecom industry market is huge, the development prospects are very optimistic. On the other hand, the market competition is more intense. Telecom operators generally recognize only the implementation of brand strategy, in order to improve their market share and profit ability to achieve long-term development and long-term interests in the fierce competition in the market.
China Mobile is a China Telecom operating companies in the implementation of brand strategy relatively early in the operation of enterprises, in order to avoid the price war with competitors and launched the "M-Zone" brand. China Mobile brand strategy is not only driven by competition in the mobile communications field has entered the era of the brand, the competition of the telecommunication industry to bid farewell to the price war also has an important influence. Now, has been formed the consensus in the telecom industry, the brand is more important than everything. Brand competition has become an important means of competition of the telecom operators.
As one of the six basic telecom operators, China Tietong has accumulated some experience in brand building after more than seven years of operation. It is gradually changing from primary price competition to brand competition.
In this paper, how to choose the Chinese CTT brand marketing strategy as the main line, from the significance of the brand construction, the domestic and international telecommunication enterprise brand construction research began to analyze, through the study of domestic and foreign telecom enterprises brand portfolio strategy, summed up the brand development rules and trends of operators, trying to find out the Chinese CTT in brand building the gap, and on the basis of research on China railway market business strategy, put forward the marketing strategy of brand positioning China and Chinese CTT CTT, brand promotion strategy and brand management are discussed.

【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F626

【引证文献】