市场s营销毕业论文范文.docVIP

题 目 中国电信天翼的品牌策略研究 学 号 学生姓名 指导教师 更多经济管理系毕业论文就在 所有论文均可预先浏览完整内容，包括工商管理专业、市场营销专业、旅游管理专业、酒店管理专业的毕业论文！ 摘 要 电信业新一轮重组后，形成了中国电信、中国移动、中国联通三家全业务运营商。通过新一轮重组，三家主要运营商的经营范围，包括区域和业务，似乎都站到了同一个起跑线。3G大战，品牌先行。中国电信的“天翼”以“互联网手机”为卖点，借助立体造势以及各级分支机构的联动推广，在品牌推广上获得了空前的成功。随着3G业务的不断发展，3G业务的个性化、差异化、人性化将会越来越明显，公众用户的业务需求也会趋向于专业化。3G面世至今，已经有了一个初步的发展，目前，市场上的3G品牌有电信的“天翼”、移动的“G3”、联通的“沃！”形成接近于三足鼎立的势态。虽然“天翼”品牌发展至今已有不小成就，但就整体而言依然有很多问题和隐患。本文通过分析“天翼”品牌发展中出现的问题，做出了几点改进策略，并对现阶段通信市场上的3G品牌培育提出了自己的一些建议。 关键词：天翼，品牌策略，品牌培育 Abstract After a new round of restructuring of the telecommunications industry, formed a China Telecom, China Mobile, China Unicom three full-service carriers.Through a new round of restructuring, three major carriers operating range, including regional and business, seem to point to the same starting line.3G World War , the brand first.China Telecoms Wireless LAN to Internet phone as a selling point, with three-dimensional momentum and branches at all levels of linkage promotion, brand promotion was a huge success.With the continuous development of 3G services, 3G service personalization, differentiation, human will be more and more obvious, public users will tend to be specialized business needs.3G launch date, has made a preliminary development, at present, the markets 3G telecom brand of e surfing moving G3, Unicoms Wo! Close to the three pillars of the formation of a momentum.Although the e surfing brand has been no small achievement, but on the whole, there are still many problems and hidden dangers.By analyzing the e surfing brand development problems, made several improvement strategies, and at this stage of 3G telecommunications market, brand development put forward their own suggestions. Key words: e surfing, brand strategy, brand cultivation 摘 要 2 Abstract 3 一、 企业品牌与品牌管理 5 （一） 品牌的内涵 5 （二） 品牌竞争力 5 二、 中国电信的发