吉林联通新势力客户品牌营销现状及发展策略

发布时间：2018-05-03 18:33

本文选题：吉林联通 + 新势力　；参考：《吉林大学》2009年硕士论文

【摘要】： 随着我国移动通信事业的迅速发展,作为吉林电信业改革重要标志之一的联通公司,如何在吉林移动通信集团公司占绝对优势的移动通信市场中生存并抢占份额,取得竞争优势,及如何进一步面对入世后国外强大的电信运营商的攻势,成为急待解决的问题。本文通过系统分析吉林省电信市场的竞争状况以及加入WTO对我国电信业的影响,指出了吉林省电信市场独家垄断的格局已被打破,竞争已成为发展的主旋律。认为吉林联通只有结合自身状况和本身的核心竞争力,培养品牌竞争力才能扩大市场。本文详细剖析了联通现有的品牌营销策略,对联通“新势力”客户品牌的市场定位、品牌形象宣传、品牌维持、以及目前“新势力”客户品牌存在的问题进行了深入的分析。并根据市场发展和品牌营销策略变化,制定了吉林联通下一阶段“新势力”品牌营销策略,同时针对3G牌照在我国的正式发放,指出只有采取合适的市场推广策略才能使联通“新势力”客户品牌更好的迎接3G时代的到来。
[Abstract]:With the rapid development of the mobile communication industry in our country, as one of the important signs of the reform of Jilin telecom industry, how does China Unicom Company survive and seize the share in the mobile communication market where Jilin Mobile Communications Group Company occupies the absolute advantage? How to gain the competitive advantage and how to further face the offensive of the powerful foreign telecom operators after China's entry into WTO has become an urgent problem to be solved. Based on the systematic analysis of the competitive situation of the telecommunication market in Jilin Province and the influence of China's entry into WTO, this paper points out that the exclusive monopoly pattern of the telecommunication market in Jilin Province has been broken, and competition has become the main theme of the development. Jilin Unicom can expand its market only by combining its own situation and its core competitiveness. This paper analyzes the existing brand marketing strategy of Unicom in detail, and deeply analyzes the market positioning, brand image publicity, brand maintenance and the problems existing in the current brand of "new power" customers of Unicom. And according to the market development and brand marketing strategy changes, Jilin Unicom's next stage of "new power" brand marketing strategy has been formulated, and at the same time, the 3G license has been officially issued in China. It is pointed out that only the appropriate marketing strategy can make Unicom's "new power" customer brand better meet the arrival of 3G era.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626

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