网通集团品牌管理模式研究

发布时间：2018-04-20 22:03

本文选题：品牌管理模式 + 竞争优势　；参考：《天津理工大学》2008年硕士论文

【摘要】： 品牌的建立顺应竞争的需要,用来识别某个销售者的产品或服务。在品牌建立之后,市场的竞争从产品竞争逐渐转移到品牌竞争上来。目前,全球范围的品牌竞争时代已经到来。我国的电信市场经过多年的竞争,品牌已经占据了越来越重要的位置。面对即将到来的3G市场以及电信业竞争的升级,电信运营商如何从技术企业、产品企业向品牌企业转变,通过品牌的价值获取利润,成为了应对未来竞争的关键问题。作为中国主流电信运营商的中国网通集团,目前在品牌管理工作上存在诸多的问题,导致其品牌发展一直比较缓慢和缺乏竞争力,如何通过一系列的改革,提升网通集团的品牌竞争力,成为网通集团品牌管理工作的重中之重。本论文通过对国内外品牌管理相关文献的研究,从网通集团自身品牌管理中存在的问题入手,借鉴国内外先进电信运营上的品牌管理经验,提出了构建一套完善的品牌管理模式是解决网通集团品牌管理问题的关键。本文的研究内容大体分为三部分,首先对国内外品牌管理的研究文献进行概括性的总结,找到研究中尚存在的不足,并围绕所要研究的主要内容,提出研究的假设前提。然后对网通集团目前品牌管理的现状进行分析,从企业品牌、业务品牌和客户品牌及三者之间的关系入手,通过与国内外先进电信运营商的经验对比,发现问题,提出:构建品牌管理模式是解决网通集团品牌管理问题的最佳方案,并从理论、经济、环境三方面对方案的可行性进行分析。最后,从设计方案入手,以战略和战术两个方面为切入点:战略上以BIR品牌管理模式为指导、战术上实施多种品牌管理模式的综合应用,为网通集团设计一套科学的品牌管理模式,以求解决网通集团品牌管理的诸多问题,提升品牌竞争力。论文的写作过程中,大量应用理论分析、对比分析、实证分析的手法,创新性的提出了从战略和战术两个角度构建品牌管理模式的思想。本论文写作的意义在于从理论上完善品牌管理的理论体系,突出品牌管理模式的重要作用,从实践上力争为网通集团设计一套完善的品牌管理模式,解决目前品牌管理中存在的问题。
[Abstract]:Brand building responds to competitive needs and is used to identify a seller's product or service. After the establishment of the brand, the market competition gradually shifts from the product competition to the brand competition. At present, the global brand competition era has come. After years of competition, brand has occupied more and more important position in China's telecom market. In the face of the upcoming 3G market and the upgrading of telecom competition, how to transform telecom operators from technology enterprises and product enterprises to brand enterprises and obtain profits through brand value has become the key problem to deal with the future competition. As the main telecom operator in China, China Netcom Group has a lot of problems in brand management at present. As a result, its brand development has been slow and lack of competitiveness. How to pass a series of reforms? To enhance the brand competitiveness of Netcom Group has become the top priority in the brand management work of Netcom Group. Through the research of domestic and foreign brand management related literature, this paper starts with the problems existing in the brand management of Netcom Group, and draws lessons from the brand management experience of advanced telecom operation at home and abroad. It is the key to solve the brand management problem of Netcom Group to construct a perfect brand management mode. The research content of this paper is divided into three parts. Firstly, it summarizes the domestic and foreign brand management research literature, finds out the deficiency in the research, and puts forward the premise of the research around the main content of the research. Then it analyzes the current situation of the brand management of Netcom Group, starting with the enterprise brand, business brand and customer brand, and the relationship between them, and finds the problems through the comparison with the experience of advanced telecom operators at home and abroad. It is put forward that building brand management mode is the best scheme to solve the brand management problem of Netcom Group, and the feasibility of the scheme is analyzed from three aspects: theory, economy and environment. Finally, starting with the design scheme, the paper takes strategic and tactical aspects as the breakthrough point: under the guidance of BIR brand management mode, the comprehensive application of various brand management modes is implemented tactically. Design a set of scientific brand management mode for Netcom Group in order to solve many problems of brand management of Netcom Group and promote brand competitiveness. In the process of writing, a large number of theoretical analysis, comparative analysis, empirical analysis techniques, innovative put forward from the strategic and tactical perspectives to build a brand management model. The significance of this thesis is to improve the theoretical system of brand management in theory, highlight the important role of brand management model, and strive to design a perfect brand management model for Netcom Group in practice. Solve the existing problems in brand management.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F626

【引证文献】