中国电信重组后“全球通”品牌形象变化研究

发布时间：2018-05-27 13:29

本文选题：全球通 + 品牌形象　；参考：《吉林大学》2009年硕士论文

【摘要】： 随着中国电信业重组的完成,以及三张3G牌照的发放,中国电信业的竞争出现的新的局面,由原来的双寡头竞争变成了现在的三足鼎立。中国电信以“互联网手机”为概念推出的“天翼”品牌,中国联通利用其比较先进的3G制式推出的“沃”品牌都对中国移动的品牌造成了强烈的冲击,“全球通”品牌面临被稀释的风险。而品牌是企业重要的无形资产,而驱动这种资产扩展的关键因素就是品牌形象。品牌形象的变化对品牌资产具有重要影响。国内外学者对品牌形象进行了多方阐述,但对无形服务品牌的论证较少,本文对“全球通”品牌形象构成进行了实证研究,得出了“全球通”品牌形象的构成:营业厅形象、公司营销形象、网络与服务形象等三个因素。经过数据分析得出,在网络与服务以及营业厅设施已经十分完善的情况下,影响“全球通”品牌形象最主要的因素变成了公司的营销形象。
[Abstract]:With the completion of the restructuring of China's telecommunications industry and the issuance of three 3G licences, the new situation of competition in China's telecommunications industry has changed from the original duopoly competition to the present three-legged competition. China Telecom's "Tianyi" brand, which is based on the concept of "Internet mobile phone," and China Unicom has made a strong impact on China Mobile's brand by using its relatively advanced 3G system to launch the "Wao" brand. GSM faces the risk of dilution. Brand is an important intangible asset, and the key factor driving this asset expansion is brand image. The change of brand image has an important influence on brand equity. Scholars at home and abroad have carried on many elaboration to the brand image, but the argument to the intangible service brand is less, this article has carried on the empirical research to the "global communication" brand image constitution, has obtained the "global communication" brand image constitution: the business hall image, Company marketing image, network and service image and other three factors. Through the data analysis, under the condition that the network, service and business hall facilities have been very perfect, the most important factor influencing the brand image of "GSM" has become the marketing image of the company.
【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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