中国电信运营企业移动客户品牌形象研究

发布时间：2018-06-22 00:17

本文选题：移动客户品牌 + 品牌形象　；参考：《北京邮电大学》2009年硕士论文

【摘要】： 国的电信市场目前形成了三家拥有全国性网络资源、实力与规模现对接近、具有全业务经营能力和较强竞争力的市场竞争主体,中国各电信企业将面临更为激烈的竞争环境,其中个人移动业务也将成为未来电信运营商竞争主战场。在这种形势下,为了提高市场份额,增加竞争力,运营商们必须认清品牌形象建设的重要性,并准确评估品牌建设现状,从而制定正确的品牌发展战略,努力塑造自己独特品牌形象,从而在竞争中占据主动。本研究以范秀成品牌形象测量模型为基础,通过市场调研以及与专家学者的沟通,确定了电信运营企业移动客户品牌形象内部因素,并通过层次分析法确定了各维度以及各因素的优先级权重,从而构建出电信运营企业移动客户品牌形象的测量模型。该模型得出电信运营企业移动客户品牌形象应包括四个维度,27个测度项目。在四个维度中,品牌人性化维度对品牌形象的影响程度最大,优先级权重超过50%。27个测度项目中,品牌人性化维度下的“体现消费者自我形象”的因素占的优先级权重最大,超过20%;其次是品牌人性化维度下的爱与激情的因素以及品牌个性的因素,它们的比重都超过10%;其中影响程度较小的有:产品维度下的产品附加价值因素、服务稳定性因素以及消费体验因素;企业维度下的市场占有率、企业的渠道覆盖、企业社会责任感、企业的广告认知、企业的研发创新以及企业的员工素质因素,它们的优先级权重都不超过1%。本研究把构建出的模型应用到针对年轻客户群体的两大移动客户品牌——动感地带品牌和UP新势力的测量中,首先根据模型设计调查问卷,收集大量的样本数据,然后用Excel和SPSS统计软件对数据进行统计分析,得出了两品牌的品牌形象以及各维度的得分。不管是从总体还是从各维度的角度,动感地带的品牌形象都优于UP新势力。通过对两品牌的独立分析以及对比分析,本文指出了两品牌在品牌形象方面各自的优缺点,并提出了针对性的品牌形象改进意见。文章最后总结和分析了本研究的局限性以及未来的研究方面。
[Abstract]:China's telecommunications market has now formed three national network resources, the strength and scale of which are now close to each other, the market competition body with full business operation ability and relatively strong competitiveness, and Chinese telecommunications enterprises will face a more intense competitive environment. Among them, personal mobile service will also become the main battlefield of future telecom operators' competition. In this situation, in order to increase market share and increase competitiveness, operators must recognize the importance of brand image building and accurately evaluate the status quo of brand construction, so as to formulate a correct brand development strategy. Strive to shape their own unique brand image, so as to occupy the initiative in the competition. On the basis of Fan Xiucheng brand image measurement model, through market research and communication with experts and scholars, this study determines the internal factors of mobile customer brand image in telecom operation enterprises. Through the analytic hierarchy process (AHP), the priority weight of each dimension and factors is determined, and the measurement model of mobile customer brand image of telecom operation enterprises is constructed. The model concludes that the mobile customer brand image of telecom operators should include four dimensions and 27 measurement items. Among the four dimensions, the impact of brand humanization dimension on brand image is the largest, and the priority weight is more than 50.27 measurement items, the factor of "reflecting consumer self-image" in the brand humanization dimension has the largest priority weight. Secondly, the factors of love and passion in the dimension of humanization of the brand, and the factors of the brand personality, all of which have a proportion of more than 100.There are the factors of added value of the product under the product dimension to a lesser extent, and the second is the factor of love and passion under the dimension of humanization of the brand. Factors of service stability and consumption experience, market share, channel coverage, corporate social responsibility, advertising cognition, R & D innovation and employee quality, None of them has a priority weight greater than one. This study applies the model to the measurement of the two major mobile customer brands, the mobile brand and the new power of up, which is aimed at the young customer group. Firstly, a questionnaire is designed according to the model, and a large number of sample data are collected. Then using Excel and SPSS statistical software to carry on the statistical analysis to the data, has obtained the brand image of the two brands and the score of each dimension. Whether from the overall or from the perspective of each dimension, the dynamic zone brand image is superior to the use of new power. Through the independent analysis and comparative analysis of the two brands, this paper points out the advantages and disadvantages of the two brands in the brand image, and puts forward some suggestions for the improvement of the brand image. Finally, the paper summarizes and analyzes the limitations and future research aspects of this study.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626;F273.2

【引证文献】