移动通信运营商产品品牌文化研究

发布时间：2018-03-03 15:40

本文选题：移动通信　切入点：产品　出处：《暨南大学》2009年博士论文　论文类型：学位论文

【摘要】： 由于移动通信技术更新换代加快,从模拟到2G再到3G演进更迭中,以制式功能为竞争诉求的品牌,因技术淘汰而过早退出市场;另一方面,因市场竞争日趋激烈,网络技术、服务、价格终将趋同化或同质化,特别到了3G时代,为增强客户对品牌忠诚度和归属感,在全业务竞争形势下,因文化具有传承性和不可模仿,构建品牌文化,以此建立移动通信运营产品品牌的核心竞争力,具有重要的意义。本文通过理论和实证研究:一、得出了移动通信运营商产品品牌文化的亲情因子、事业因子、个性因子和经济因子共四个维度。二、提出了按这四个维度对移动通信产品品牌进行文化构建,增强品牌的忠诚度和归属感;提升品牌竞争力和抗风险能力。三、基于品牌文化的四个维度,提出建立一个适应品牌文化的全新的服务营销模式—集束营销。四、研究启示,品牌文化才是移动通信运营产品品牌的核心竞争力。
[Abstract]:Because of the rapid upgrading of mobile communication technology, in the evolution from simulation to 2G to 3G, brands whose competition demands are standard functions withdraw from the market prematurely because of the elimination of technology. On the other hand, because of the increasingly fierce competition in the market, network technology, Services, prices will eventually converge or homogenize, especially in the 3G era, in order to enhance customer loyalty to the brand and sense of belonging, in the whole business competition situation, because the culture has inheritance and can not be imitated, build brand culture, It is of great significance to establish the core competitiveness of mobile communication operating product brand. This article through the theory and the empirical research: first, has obtained the mobile communication operator product brand culture affection factor, the enterprise factor, the individuality factor and the economic factor altogether four dimensions. According to the four dimensions of mobile communication product brand culture construction, enhance brand loyalty and sense of belonging, enhance brand competitiveness and risk resistance. Third, based on the four dimensions of brand culture, This paper puts forward a brand new service marketing model to adapt to brand culture-cluster marketing. Fourthly, the research reveals that brand culture is the core competitiveness of mobile communication operating products.
【学位授予单位】：暨南大学
【学位级别】：博士
【学位授予年份】：2009
【分类号】：F626

【引证文献】