中国移动通信公司品牌发展战略研究

发布时间：2018-03-20 03:09

本文选题：中国移动　切入点：移动通信　出处：《西南财经大学》2010年硕士论文　论文类型：学位论文

【摘要】：品牌作为消费者或用户记忆商品工具,对于企业经营管理具有极其重要的作用。消费者或用户通过品牌,通过对品牌产品的使用形成满意,就会围绕品牌形成消费经验,存贮在记忆中,为将来的消费决策形成依据。目前,品牌已被认为是企业参与市场竞争的尚方宝剑,“品牌管理”在企业应用的呼声也风起云涌。各个企业都将品牌管理上升到了企业战略的高度,企业将品牌作为核心竞争力来打造,品牌处于企业各经营要素的核心。随着经济全球化和经济技术的快速发展,通信市场领域的竞争也越来越激烈,电信企业之间竞争的焦点从价格、技术、服务的竞争转向了品牌的竞争。对于电信企业而言,要在市场中求得可持续发展,办法之一是创建强势品牌,不断累计品牌资产。品牌成为了电信企业的核心竞争力之一,其中客户品牌的战略经营也提升到了最显著的地位。一般来说,运营商日常品牌管理呈现多品牌、渠道多、覆盖广的特点,如何有效驱动工作流来策划和执行品牌管理过程,就显的非常重要。中国移动通信集团公司(简称“中国移动”)属于全民所有制企业公司,成立于2000年,经过近20年的坚持不懈发展,中国移动已经成为中国移动通信市场最重要的组成力量,占据了70%以上的市场份额,拥有全球第一的网络和客户规模,截至2008年9月30日,资产规模超过8,000亿元人民币,在岗职工15.84万人,在世界500强中排名第99位。作为中国电信市场的领先者,对其旗下的四大客户品牌：“全球通”、“神州行”、“动感地带”和“G3”的品牌建设有许多值得借鉴的地方。中国移动如何通过公司品牌的塑造增强市场竞争力,成为企业能否长久生存的一个重要因素。本文以品牌营销管理、企业战略管理理论为出发点,以中国移动品牌战略作为研究对象,采用对比分析和概括分析等方法,在综合分析电信业基本特征及发展趋势的基础上,对中国移动品牌发展战略进行了较深入的分析和研究。本文在第一章介绍了中国电信市场的状况,分析了电信市场竞争的特点,介绍了中国移动通信公司的经营规模和主要业务。在第二章中介绍了品牌的涵义及多品牌战略的相关理论,分析了中国移动的品牌体系,并对“全球通”、“神州行”、“动感地带”三大客户品牌进行了阐述。在第三章结合中国移动的发展历史和经营状况,总结了中国移动品牌建设成功的经验。在第四章阐述了电信行业重组和3G业务应用的新形势下中国移动加强品牌建设的重要性,分析了中国移动品牌建设过程中存在的问题和不足。在第五章中结合外部环境因素和企业经营状况,在品牌维持、市场细分、品牌整合、品牌提升、品牌联合等方面,提出了中国移动品牌建设的对策。
[Abstract]:Brand, as a tool for consumers or users to memorize commodities, plays an extremely important role in the management of enterprises. Consumers or users form satisfaction with the use of brand products through the brand, and then form consumer experience around the brand. Stored in memory to form the basis for future consumption decisions. Brand has been regarded as a sword for enterprises to participate in market competition, and the voice of "brand management" in enterprise application is also surging. Each enterprise has raised brand management to the height of enterprise strategy. The enterprise regards the brand as the core competitive power to build, the brand is in the enterprise each management factor core. With the rapid development of economic globalization and economic technology, the competition in the field of communication market is becoming more and more intense. The focus of competition among telecom enterprises has shifted from the competition of price, technology and service to the competition of brand. One way to achieve sustainable development in the market is to create strong brands and accumulate brand assets. Brands have become one of the core competitiveness of telecommunications enterprises. In general, the daily brand management of operators presents the characteristics of multi-brand, multi-channel, wide coverage, how to effectively drive the workflow to plan and implement the brand management process. It's very important. China Mobile Communications Group Corporation ("China Mobile") is a publicly owned enterprise company. It was founded in 2000. After nearly 20 years of unremitting development, China Mobile has become the most important component force in the Chinese mobile communication market. Accounting for more than 70% market share, with the world's largest network and customer size, as of September 30th 2008, the assets of more than 8, 100 million yuan, 158,400 employees, Ranked 99th among the world's top 500. As a leader in China's telecommunications market, There are many lessons to be learned from the brand construction of its four major customer brands: GSM, Shenzhou, dynamic Zone and G3. How can China Mobile enhance its market competitiveness through brand building? It is an important factor for enterprises to survive for a long time. This paper takes brand marketing management and enterprise strategy management theory as the starting point, takes China Mobile brand strategy as the research object, and adopts comparative analysis and general analysis methods, on the basis of comprehensive analysis of the basic characteristics and development trend of telecom industry. In the first chapter, the paper introduces the situation of China telecom market, analyzes the characteristics of telecom market competition. This paper introduces the business scale and main business of China Mobile Communication Company. In the second chapter, it introduces the meaning of brand and the related theory of multi-brand strategy, and analyzes the brand system of China Mobile. In the third chapter, three major customer brands of "GSM", "Shenzhou travel" and "dynamic zone" are expounded. In the third chapter, combined with the development history and management situation of China Mobile, This paper summarizes the successful experience of China Mobile brand building. In Chapter 4th, it expounds the importance of China Mobile to strengthen brand construction under the new situation of telecom industry reorganization and 3G business application. This paper analyzes the problems and shortcomings in the process of brand construction of China Mobile. In Chapter 5th, it combines external environmental factors and enterprise management conditions, in the aspects of brand maintenance, market segmentation, brand integration, brand promotion, brand association, and so on. Put forward the countermeasure of brand construction of China Mobile.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2;F626

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