中國電信3g品牌的建設(shè)研究-全文預(yù)覽
【正文】 unication market bees increasingly intense, the petition focus has gradually shifted to intangible assets, of which brand is the core. With the formal issue of 3G licenses in 2022, China Tele have bee the 3rd mobile munication service provider and have gained 3G license of CDMA2022 through acquisitions of China Uni’s CDMA assets. For China Tele, the root of the future corporative development is to establish and to promote the branding value of 3G. In the petitive process in munication market and confronting China mobile taking the lead in launching 3G branding strategies in munication market, the key for China Tele to promote its business is to build a brand. 3G branding has bee the sword for leading carriers, and how to build a full range of brand strength and consumer appeal has bee a systematic work at current and for a period of time in future. This article mainly focus on analysis on China Tele’s 3G business operation, 3G business branding and its development. And by summarizing the background of petition situation of 3G brands of tele 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 Tele.Key words：Brand Competition Setup ConstructionIII / 17目 錄摘 要 .................................................................IABSTRACT ..............................................................II目 錄 ...............................................................III前 言 .................................................................11．3G 和品牌的涵義 ......................................................21．1 概念 .............................................................21．2 內(nèi)容 .............................................................31．3 特點(diǎn) .............................................................32． “中國電信”企業(yè)的 3G 品牌現(xiàn)狀 ........................................52．1 中國電信簡介 .....................................................52．2 在 3G 品牌競爭方面存在的優(yōu)勢 ......................................52．3 在 3G 品牌塑造過程中存在的劣勢 ....................................63．中國電信“天翼”3G 品牌的誕生與建設(shè) ..................................73．1 在 3G 品牌塑造“三個轉(zhuǎn)變”過程中誕生的中國電信 3G 品牌“天翼” .....73．3 品牌整合產(chǎn)業(yè)價值鏈 ...............................................83．4 創(chuàng)服務(wù)品牌贏得用戶信賴 ...........................................93．5 讓“天翼”3G 品牌與客戶形影不離，一生相隨 .......................103．6 在品牌建設(shè)過程中不斷提升客戶對服務(wù)價值的認(rèn)知 ....................103．6．1 要以無線寬帶數(shù)據(jù)業(yè)務(wù)為契機(jī)建設(shè)業(yè)務(wù)“天翼”3G 品牌 ...........103．6．2 要建立“天翼”3G 品牌經(jīng)營戰(zhàn)略 ...............................103．7 面對現(xiàn)今市場狀況“天翼”3G 品牌應(yīng)對措施 ........................11 論 ..............................................................12致 謝 ................................................................13參考文獻(xiàn) ..............................................................141
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