联通公司移动通信业务品牌营销策略分析
发布时间：2018-07-29 18:37
【摘要】： 电信市场重组后,具有移动通信业务经营权的三大运营商之间竞争进一步加剧。如何将存量市场深耕细作,如何有效地发掘潜在市场是各运营商都着重考虑的问题。电信产品品牌化是区分用户群、细分市场的有效手段,联通公司在大市场环境下开始的品牌化营销显然是必要的,但如何开展和实现真正的品牌化是我们需要分析和讨论的。 本文以中国联通为研究对象,对其移动通信业务的品牌化营销工作进行研究。论文以资料收集、归纳整理和文献研究为基础,结合中国联通实际,对联通公司当前的移动通信业务品牌化营销进行了比较深入细致的分析。对其品牌划分与设计、目前分品牌营销的程度和效果等方面详细剖析,得出结论:电信重组使中国联通以C网为重心的品牌设计受到了较大影响,在失去了多年来精心运营打造的C网品牌后,以G网为依托的产品品牌并不具备鲜明的品牌个性;而随着3G业务的上线,联通开展的一系列“沃”的宣传使得其移动通信业务品牌及产品变得更加模糊不清。联通在面对先后而至的重组与3G开通显得有些措手不及,品牌营销开展情况很不乐观。 移动通信业务品牌化营销应以用户对资费的感知度和通信需求为依据进行品牌划分,继而围绕各品牌的用户群开展一系列渠道推广与售后服务工作,利用有针对性的渠道到达用户,依靠有针对性的售后服务维系在网用户,并通过这一系列的工作不断从中挖掘相应用户群的利润增长点,保证各品牌的良性发展。 通过研究,本文对中国联通在移动通信业务的品牌营销方面提出以下建议: 1、随着电信业务市场的竞争完全化以及业务类型的丰富,分品牌营销是电信业务市场尤其是移动通信业务市场的经营首选。应充分认识到品牌化营销对于增强企业竞争力的战略意义。 2、品牌化营销不仅是符号与标识的不同,还应有其对应的内涵与表现。品牌化营销的关键在于产品间的有效区隔,每个品牌都应有其对应的营销策略与销售、服务体系。 3、应该将品牌营销与自身的发展及本企业的产品文化相结合,尊重并借力前期市场经营形成的形象加以完善与提升,使品牌形象立体化、形象化。
[Abstract]:After the reorganization of telecom market, the competition among the three operators with the right to operate mobile communication services is further intensified. How to cultivate the stock market and how to explore the potential market effectively are the problems that all operators pay attention to. The branding of telecommunication products is an effective means to distinguish the customers and segment the market. It is obviously necessary for Unicom to start the brand marketing under the big market environment, but how to carry out and realize the real branding is what we need to analyze and discuss. This paper studies the brand marketing of China Unicom's mobile communication service. On the basis of data collection, induction and literature research, combining with China Unicom's actual situation, this paper makes a thorough and detailed analysis on the brand marketing of China Unicom's current mobile communication services. To its brand division and design, at present, the degree and effect of brand marketing are analyzed in detail, and the conclusion is drawn: the telecom reorganization has greatly influenced the brand design of China Unicom, which focuses on C network. After losing the C-net brand, which has been carefully operated for many years, the product brand relying on G-net does not have a distinct brand personality; and with the launch of 3G business, Unicom launched a series of "Wu" publicity to make its mobile communication business brands and products become more ambiguous. Unicom in the face of the restructuring and 3G launch appears to be somewhat unprepared, brand marketing development is not optimistic. Brand marketing of mobile communication business should be based on users' perception of tariff and communication demand, and then carry out a series of channel promotion and after-sales service work around the user groups of each brand. Using targeted channels to reach users, relying on targeted after-sales service to maintain in the network users, and through this series of work constantly mining the profit growth point of the corresponding user groups, to ensure the benign development of each brand. Through the research, this paper puts forward the following suggestions on the brand marketing of China Unicom's mobile communication service: 1, with the competition of telecom service market becoming more and more complete and the type of business rich, Brand marketing is the first choice of telecom business market, especially mobile business market. We should fully realize the strategic significance of brand marketing to enhance the competitiveness of enterprises. 2. Brand marketing is not only the difference between symbol and logo, but also its corresponding connotation and performance. The key to brand marketing lies in the effective division between products. Each brand should have its own marketing strategy and sales. Service system. 3, the brand marketing should be combined with its own development and the product culture of the enterprise, and the image formed by the early market operation should be improved and promoted, so that the brand image can be three-dimensional and visualized.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626.12
本文编号：2153634
[Abstract]:After the reorganization of telecom market, the competition among the three operators with the right to operate mobile communication services is further intensified. How to cultivate the stock market and how to explore the potential market effectively are the problems that all operators pay attention to. The branding of telecommunication products is an effective means to distinguish the customers and segment the market. It is obviously necessary for Unicom to start the brand marketing under the big market environment, but how to carry out and realize the real branding is what we need to analyze and discuss. This paper studies the brand marketing of China Unicom's mobile communication service. On the basis of data collection, induction and literature research, combining with China Unicom's actual situation, this paper makes a thorough and detailed analysis on the brand marketing of China Unicom's current mobile communication services. To its brand division and design, at present, the degree and effect of brand marketing are analyzed in detail, and the conclusion is drawn: the telecom reorganization has greatly influenced the brand design of China Unicom, which focuses on C network. After losing the C-net brand, which has been carefully operated for many years, the product brand relying on G-net does not have a distinct brand personality; and with the launch of 3G business, Unicom launched a series of "Wu" publicity to make its mobile communication business brands and products become more ambiguous. Unicom in the face of the restructuring and 3G launch appears to be somewhat unprepared, brand marketing development is not optimistic. Brand marketing of mobile communication business should be based on users' perception of tariff and communication demand, and then carry out a series of channel promotion and after-sales service work around the user groups of each brand. Using targeted channels to reach users, relying on targeted after-sales service to maintain in the network users, and through this series of work constantly mining the profit growth point of the corresponding user groups, to ensure the benign development of each brand. Through the research, this paper puts forward the following suggestions on the brand marketing of China Unicom's mobile communication service: 1, with the competition of telecom service market becoming more and more complete and the type of business rich, Brand marketing is the first choice of telecom business market, especially mobile business market. We should fully realize the strategic significance of brand marketing to enhance the competitiveness of enterprises. 2. Brand marketing is not only the difference between symbol and logo, but also its corresponding connotation and performance. The key to brand marketing lies in the effective division between products. Each brand should have its own marketing strategy and sales. Service system. 3, the brand marketing should be combined with its own development and the product culture of the enterprise, and the image formed by the early market operation should be improved and promoted, so that the brand image can be three-dimensional and visualized.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626.12
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，本文编号：2153634
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