【作者】 刘丽；

【导师】 谭克虎；

【作者基本信息】 北京交通大学 ， 工商管理， 2008， 硕士

【摘要】 随着信息时代的到来,电信市场的发展遇到了前所未有的机遇和挑战。一方面,由于电信行业市场规模巨大,发展前景十分乐观。另一方面,市场竞争更加激烈。电信运营企业普遍认识到只有实施品牌战略,才能提高自己的市场份额和利润,才能在激烈的市场竞争中取得长期发展和长远利益。中国移动是中国电信运营企业中实施品牌战略比较早的运营企业,为了避免与竞争对手打价格战而推出“动感地带”品牌。中国移动品牌战略不仅带动移动通信领域的竞争进入品牌时代,对整个电信产业的竞争告别价格战也有重要的影响。现在,在整个电信行业已形成共识,那就是品牌重于一切。品牌竞争已经成为目前电信运营企业竞争的重要方式和手段。中国铁通作为六大基础电信运营企业之一,在经过七年多的运营后,也在品牌建设方面积累了一定的经验,正在逐步由初级的价格竞争向品牌竞争转变。本文以如何选择中国铁通品牌营销战略为主线,从品牌建设的意义,国内外电信运营企业品牌建设情况研究等开始着手分析,通过对国内外电信运营企业品牌组合策略的研究,总结运营企业的品牌发展规律和趋势,试图找出中国铁通在品牌建设方面的差距,并在研究中国铁通市场经营战略的基础上,提出了中国铁通品牌营销战略定位,并对中国铁通品牌推广策略和品牌管理进行了深入地探讨。更多还原

【Abstract】 With the coming of information era, the telecom sector is facing unprecedented opportunities and challenges. On the one hand, the telecom industry will prosper and boom due to its massive and expanding market scale; on the other hand, it will also experience increasingly intense competition. With all these factors taken into consideration, telecom operators have reached a consensus that only by adopting a brand strategy can they enhance their market shares and margins, and obtain a sustainable development and long-term growth in the highly competed market.China Mobile is a pioneer in terms of brand strategy implementation among its domestic peers. M-zone, is launched to avoid price competition with China Unicom. China Mobile’s implementation of brand portfolio strategy not only drives the competition in the mobile market into one that is characterized by brand differentiation, but also plays an important role in ending the price competition for the whole telecom industry. By now all the players on this market have realized that their brands matter most. Brand competition has been an important vehicle for carriers to fight against others.Being one of the six fundamental carriers, China TieTong has accumulated some experience in brand building from its seven-year operation, and is gradually transforming its early days’ price competition to brand portfolio competition.This article will focus on how to choose a brand strategy for China TieTong. It will discuss the significance of brand building, the brand strategies adopted by carriers home and abroad, and try to find out the rule and trend of branding development of carriers by studying brand portfolio strategies of some global telecom firms. Then it will proceed to discuss the gap between China TieTong and its global counterparts in terms of brand building, define a brand strategy orientation for China TieTong based on its marketing and operation strategy, and in the end give some analysis and suggestion on China TieTong’s promotion of its brand strategy and China TieTong’s brand administration.更多还原