中国电信3g品牌的建设研究探究.docVIP

北京理工大学现代远程(继续)教育学院毕业设计(论文) PAGE PAGE I 摘 要 随着移动通信市场竞争的日益白热化，企业竞争的焦点已经逐渐转移到以品牌为核心的无形资产。2009年中国3G牌照的正式下发，中国电信公司通过收购联通的CDMA资产成为中国第三个移动通信服务运营商，并取得了CDMA2000的3G牌照。对于中国电信公司来讲，建立和提升3G品牌价值是企业未来发展的根本，面对中国移动公司在移动市场已率先启动3G品牌战略的前提下，在竞争通讯市场的过程中，业务品牌的塑造是业务推广的关键。 3G品牌已经成为了主导运营商的竞争利器，而如何全方位的打造品牌的优势和对消费者的吸引力，则成为了当前和今后一段时期运营商的一项系统工作。本文主要是针对中国电信公司开展3G业务，并对其3G业务品牌的塑造、建设进行分析。 结合目前电信企业在市场上的3G品牌竞争情况，着重从品牌的定位、品牌的建设方面进行研究和探讨，最后，为中国电信公司开展全方位3G业务，提出建设优质品牌的构想。 关键词：品牌 竞争 塑造 建设 ABSTRACT As competition in mobile communication market becomes increasingly intense, the competition focus has gradually shifted to intangible assets, of which brand is the core. With the formal issue of 3G licenses in 2009, China Telecom have become the 3rd mobile communication service provider and have gained 3G license of CDMA2000 through acquisitions of China Unicom’s CDMA assets. For China Telecom, the root of the future corporative development is to establish and to promote the branding value of 3G. In the competitive process in communication market and confronting China mobile taking the lead in launching 3G branding strategies in communication market, the key for China Telecom to promote its business is to build a brand. 3G branding has become the sword for leading carriers, and how to build a full range of brand strength and consumer appeal has become a systematic work at current and for a period of time in future. This article mainly focus on analysis on China Telecom’s 3G business operation, 3G business branding and its development. And by summarizing the background of competition situation of 3G brands of telecom corporations, it tries to study and investigate brand positioning and brand development of 3G business. Lastly, this article provides suggestions on developing excellent quality brand for the start of full range of 3G business of China Telecom. Key words：Brand Competition Set-up Construction PAGE III 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc243972125 摘 要 PAGEREF _Toc243972125 \h I HY