中国移动客户品牌传播研究

发布时间：2018-07-04 21:43

本文选题：中国移动 + 品牌　；参考：《暨南大学》2008年硕士论文

【摘要】： 随着垄断的藩篱逐渐被拆除,中国电信营销也从之前唯技术至上的管理理念的背影中走出来,并在激烈竞争环境中体现了其突出的价值,品牌成为了电信企业的核心竞争力之一,其中客户品牌的战略经营也提升到了最显著的地位。客户品牌的建设以客户利益为导向,能够更加有针对性的抓住细分市场,满足用户的利益,从而获得用户对品牌的忠诚。随着电信市场竞争的日益激烈,客户品牌的优越性越来越明显,已经逐渐被运营商们所重视,被视为竞争的利器。中国移动通信集团公司(简称“中国移动”)作为中国电信市场的领先者,对其旗下的三大客户品牌:“全球通”、“神州行”和“动感地带”的品牌传播有许多值得借鉴的地方。本文主要从传播学、品牌学和营销学的视角对中国移动的客户品牌传播进行了梳理和探讨,从其传播基础即目标受众分析出发,对中国移动的客户品牌整合传播策略和媒介策略进行了探讨,并结合案例对其具体策略的运用进行分析。最后,在以上探讨的基础上,提出了中国移动客户品牌传播中存在的不足及相应的建议。
[Abstract]:With the gradual removal of monopoly barriers, China Telecom Marketing has emerged from the background of the previous technology-oriented management philosophy, and has demonstrated its outstanding value in the fierce competitive environment. Brand has become one of the core competitiveness of telecom enterprises, and the strategic management of customer brand has also been promoted to the most prominent position. The construction of customer brand is customer-oriented, which can grasp the market segment more pertinently, satisfy the interests of users, and obtain the loyalty of users to the brand. With the increasingly fierce competition in the telecommunications market, the advantages of customer brands are becoming more and more obvious, which has been gradually attached importance to by the operators, and is regarded as a sharp weapon of competition. China Mobile Communications Group Corporation ("China Mobile"), as a leader in the Chinese telecommunications market, is concerned about its three major customer brands: "GSM", There are many references to brand communication of "Shenzhou" and "moving zone". From the perspective of communication, branding and marketing, this paper combs and discusses the customer brand communication of China Mobile, starting from the analysis of its communication foundation, that is, the target audience. This paper discusses the strategy of customer brand integration communication and media strategy of China Mobile, and analyzes the application of its specific strategy combined with a case study. Finally, on the basis of the above discussion, this paper puts forward the shortcomings and corresponding suggestions in the brand communication of China Mobile customers.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626

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