上海贝尔阿尔卡特IPTV品牌传播管理研究-工商管理专业论文.docxVIP

THE RESEARCH OF IPTV BRAND SPREAD MANAGEMENT OF ALC ATEL SHANGHAI BELL ABSTRACT This thesis is included 6 sections besides the introduction, which dissertates IPTV industrys status、market future and development trend analysis,the target market research of IPTV facility suppliers，the competition status analysis of communication facility industry, IPTV brand spread status analysis of Alcatel Shanghai Bell and main competitors，the research and resolution exploring for known problems of Alcatel Shanghai Bell IPTV brand spreading. At the end, brings forward this article s research outcome and relevant conclusions. This thesis is based on brand spread theory, which combines Brand、 Market Business and Sale、Strategic management .etc relevant theory, The research result of the article aims at some known problems of Alcatel Shanghai Bell IPTV brand spread, promotes 6 improvement and resolution advices for the company, including: “founding the sub brand of IPTV products and solution ,setting up well structure of Brand”、“confirming Competitive Strategic ，emphasizing otherness element”、“strengthening the optimization and conformity of the measures during IPTV brand spreading” . The thesis brings forward following conclusions to the field of IPTV industry Brand spread at one time: Communications setting manufacturing should strengthen the brand and brand spread management，and should ensure their advanced technology,fine quality and service synchronously. Brand spreading plays a very important role to IPTV industry, telecom operators of china should increase devotion of brand spread. Integrated Marketing Communication theory is an advanced way lead to business success, the application of it must be improved in IPTV industry. Brand spread management is dynamic. KEY WORDS：IPTV，Brand Spread Management，Brand Positioning， Competitive Strategy, Integrated Marketing Communication 目录 绪论1 TOC \o 1-2 \h \z \u 第 1 章 IPTV 产业现状、市场前景与发展趋势分析 3 1.1 IPTV 产业介绍与现状 3 1.2 IPTV 产业链简