中国电信“我的e家”客户品牌的重新定位与设计

发布时间：2018-05-27 08:28

本文选题：我的e家 + 品牌　；参考：《北京邮电大学》2008年硕士论文

【摘要】： 2006年,中国电信在全国推出了“我的e家”客户品牌,面向中高端的家庭客户提供通信和信息服务。当时,国内的电信市场竞争已趋于白热化,中国电信作为一个固话运营商,既要面对中国移动迅速发展的异质分流,还要承受中国网通和中国铁通的同质恶性价格竞争,艰难经营,被迫要在转型中寻找出路。而客户品牌的建设,可以维系长期客户关系,实现经营模式转型。“我的e家”作为中国电信的三大客户品牌之一,目的是想利用品牌营销保存和争夺家庭客户群体。但是,该品牌产品经过一年多的市场推广,却发现增量不增收,市场效果不明显。当前,国内电信行业又进行了重组,由六家运营商合为三家,目的是为了避免重复建设和资源浪费,也为了改善过渡混乱的市场竞争状态,整顿市场秩序,既科学又和谐地发展。但形势仍不乐观。一方面,在基础通信设施共建共享的问题上,各电信运营商都从自身利益出发,各执一词,很难达成一致;另一方面,由于政府长时间的政策管制,控制移动牌照的发放数量,在个人通信高速发展,移动业务替代固话业务越来越严重的历史条件下,移动公司顺势而上,一家独大,其利润大于其他运营商的总和,同业竞争仍处于严重失衡的局面。“我的e家”作为中国电信的主要客户品牌产品,有必要进行重新审视。本文试图运用管理学的知识,参考电信服务产品的概念、特征、内涵和质量要求,结合中国电信广西公司“我的e家”的实际运营情况,从“我的e家”客户品牌的原设计内容定位中,分析其不足,找出其需要改进的关键性缺陷。然后,以服务为主线,以品牌营销为基础,以组合营销为手段,以客户感知为驱动,以品牌差异化为管理要求,采用“步行穿越调查”方法,采集用户样本数据,从客户的角度,在售前、售中和售后服务各环节,了解和掌握客户对“我的e家”品牌的感知度和满意度,论证服务在电信品牌创立中的重要性,论述品牌服务差异化的必要性,明确服务在电信企业竞争中的作用和地位。最后,对“我的e家”客户品牌进行重新定位与设计,以期达到增量增收的目的。
[Abstract]:In 2006, China Telecom launched "my home" customer brand to provide communications and information services to middle and high end family customers. At that time, the competition in the domestic telecommunications market had become more intense. As a fixed-line telephone operator, China Telecom, as a fixed-line operator, had to face the heterogeneous diversion of China Mobile's rapid development, as well as bear the homogenous and vicious price competition between China Netcom and China Railcom. Difficult management, forced to find a way out in the transformation. The construction of customer brand, can maintain long-term customer relationship, achieve business model transformation. As one of China Telecom's three major customer brands, "my home" aims to use brand marketing to preserve and compete for family customers. However, the brand after more than a year of marketing, but found no incremental income, market effect is not obvious. At present, the domestic telecommunications industry has been reorganized, from six operators to three, in order to avoid duplication of construction and waste of resources, and also to improve the market competition in the transitional chaos and rectify market order. Both scientific and harmonious development. But the situation is still not optimistic. On the one hand, on the issue of the co-construction and sharing of basic communications facilities, all telecom operators, proceeding from their own interests, insist on their own words and find it very difficult to reach an agreement; on the other hand, due to the government's long period of policy control, it controls the number of mobile licences issued. With the rapid development of personal communication and the increasingly serious substitution of mobile services for fixed-line services, mobile companies are in a dominant position, whose profits are larger than the sum of other operators, and the competition among the same industry is still in a serious imbalance. As the main customer brand of China Telecom, my e-home needs to be re-examined. This paper attempts to use the knowledge of management, referring to the concept, characteristics, connotation and quality requirements of telecom service products, combining with the actual operation of "my home" of China Telecom Guangxi Company. From the original design content positioning of "my home" customer brand, this paper analyzes its shortcomings and finds out the key defects that need to be improved. Then, taking service as the main line, brand marketing as the basis, combination marketing as the means, customer perception as the driving force, brand differentiation as the management requirement, the method of "walking through investigation" is adopted to collect user sample data. From the customer's point of view, in the aspects of pre-sale, pre-sale and after-sales service, we should understand and grasp the customer's perception and satisfaction with "my home" brand, and demonstrate the importance of service in the establishment of telecom brand. This paper discusses the necessity of brand service differentiation, and clarifies the role and position of service in the competition of telecom enterprises. Finally, we reposition and design our e-home brand in order to achieve the purpose of incremental income.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626

【引证文献】