市场营销毕业论文().docVIP

2012届专科毕业论文 题 目 中国联通“沃”的品牌策略研究 专 业 市场营销 学生姓名 刘士强 学 号 040823090128 年 级 2009 指导教师 程薇The telecommunication industry is new round recombine after China Telecom, China Mobile, formed, China Unicom three full-service carriers.Through a new round of restructuring, the three major operators of the products, including regional and business, seem to point to the same starting line.3G wars, the first brand.China Unicom brilliant in the fertile as a selling point, by means of stereo campaign and various branches of the linkage promotion on brand promotion, obtained unprecedented success.With the continuous development of business of 3G, 3G business personalized, differentiated, humanity will be more and more obvious, the public business needs of users will tend to specialization.Since the launch of 3G, have made a preliminary development, at present, the markets 3G brand has a Unicom Wo, G3, mobile telecommunications Tianyi form close to a situation of tripartite confrontation situation.Although Wo brand development has been no small achievement, but on the whole, there are still many problems and hidden dangers.In this paper, through the analysis of Wo brand development problems, made several improvement strategies, and at this stage of 3G telecommunications market, brand cultivation and put forward some suggestions 关键词：精彩在“沃”，品牌策略，品牌培育 摘 要 2 Abstract 3 1、“沃”品牌概述 4 1.1 品牌的内涵 4 1.2 品牌竞争力 4 1.3 联通发展历程 6 1.4 “沃品牌介绍 6 2、“沃”品牌策略 8 2.1 沃的品牌设计 8 2.2 沃的品牌定位 8 2.3 沃的品牌宣传 9 3、 “沃”品牌市场运营优劣势分析 11 3.1 沃的品牌竞争优势 11 3.2 机遇与挑战并存 20 3.3 沃品牌存在的问题 22 4、 “沃”品牌发展的对策建议 24 4.1对于3G品牌发展的几点建议 24 4.1.1要实现品牌管理的系统化 24 4.1.2实现品牌塑造的人格化 25 4.1.3联通与苹果的合作共赢 ..........................26 5、结束语 26 中国联通“沃”的品牌策略研究 1“沃”品牌概述 　中国联通“沃·3G”全新品牌形象广告片在央视以及各地方卫视的黄金时段高调亮相。这一时长为60秒的广告片以“跟上想法的速度”为主题，通过唯美的画面，软性植入联通相关的优势业务和服务，并对“沃