结合中国电信的品牌战略来实施重庆电信的营销管理
发布时间：2018-08-28 16:18
【摘要】： 电信业的不断快速发展,使电信市场的竞争日益白热化,消费电信产品时,人们有了选择权,如何建立客户对电信品牌的忠诚度,成为了电信企业不得不考虑的问题。正如美国的一位品牌策略专家所言:“拥有市场比拥有工厂更重要,而拥有市场的惟一办法是拥有占市场主导地位的品牌。”随着中国电信行业竞争格局的形成,品牌已经成为了主导运营商的竞争利器,而如何全方位的打造品牌的优势和对消费者的吸引力,则成为了当前和今后一段时期电信运营商的一项系统工作。如何确立中国电信的品牌竞争战略,创建持续竞争优势,构建为实施品牌竞争的营销管理体系,是当前中国电信重庆分公司日益关注的问题。也是本文研究的意义所在。 重庆电信目前的主要问题是,电信市场已经进入稳定发展期,客户数量的高速增长很难再现;如何保留老客户,争夺新客户和其他运营商的客户,深入挖掘客户的长期价值,变增量发展为存量发展。在这种情况下,服务创新、品牌营销的需求就会更加迫切,单纯围绕硬件、设施、网络进行技术竞争已经不具有独占性优势了。以客户为中心,以顾客体验到的价值为导向,是未来电信营销的真正方向。 本文采用与国际接轨的西方营销学派的从消费者的角度进行的品牌价值评估原理,从价值包括品牌知名度、品牌美誉度、品牌价值的外延和内涵几个方面来探讨国内电信品牌建设方向。通过对电信行业发展趋势,国际运营商形象定位,来进行中国电信德企业品牌定位因素分析,分析中国电信在制定品牌策略时,对于不同种类的品牌影响和决定因素。 然后进行重庆电信的竞争力SWOT分析,引入蓝色海洋战略思想,重庆电信发展战略,核心用户群要求,竞争对手比较。 最后探讨重庆电信的品牌建设如何融入到市场经营管理体系;既然客户品牌十分重要,重庆电信如何实现从现有的业务品牌向客户品牌的演进;选择突破性的客户群体,确定突出有效的产品组合。
[Abstract]:With the rapid development of telecommunication industry, the competition of telecommunication market is becoming more and more intense. When consuming telecom products, people have the option. How to establish customer loyalty to telecom brand has become a problem that telecom enterprises have to consider. As an American brand strategist put it: "owning a market is more important than owning a factory, and the only way to own a market is to own a brand that dominates the market." With the formation of competition pattern in China's telecom industry, brand has become the competitive weapon of leading operators, and how to create the brand's advantages and appeal to consumers in all directions, It has become a system work of telecom operators at present and in the future. How to establish the brand competition strategy of China Telecom, to establish the sustainable competitive advantage, and to construct the marketing management system for the implementation of brand competition are the issues that China Telecom Chongqing Branch is paying more and more attention to. Is also the significance of this study. At present, the main problem of Chongqing Telecom is that the telecommunications market has entered a period of steady development, and the rapid growth in the number of customers is very difficult to reproduce; how to retain old customers, compete for new customers and customers of other operators, and dig deep into the long-term value of customers, Change increment development to stock development. In this case, service innovation, brand marketing needs will be more urgent, purely around hardware, facilities, network technology competition is no longer exclusive advantage. Customer-centered and value-oriented customer experience is the real direction of telecom marketing in the future. This article adopts the western marketing school which is in line with the international standard to carry on the brand value appraisal principle from the consumer's angle, from the value includes the brand well-known, the brand reputation degree, The extension and connotation of brand value to explore the direction of domestic telecom brand construction. By analyzing the development trend of telecom industry and the image positioning of international operators, this paper analyzes the factors of brand positioning of China Telecom German enterprises, and analyzes the influence and determinants of different kinds of brands when China Telecom formulates its brand strategy. Then the competitiveness of Chongqing Telecom SWOT analysis, the introduction of blue ocean strategy, Chongqing Telecom development strategy, core user group requirements, competition comparison. Finally, it discusses how to integrate the brand construction of Chongqing Telecom into the market management system; since the customer brand is very important, how does Chongqing Telecom realize the evolution from the existing business brand to the customer brand; choose the breakthrough customer group, Identify outstanding and effective product combinations.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626
本文编号：2209928
[Abstract]:With the rapid development of telecommunication industry, the competition of telecommunication market is becoming more and more intense. When consuming telecom products, people have the option. How to establish customer loyalty to telecom brand has become a problem that telecom enterprises have to consider. As an American brand strategist put it: "owning a market is more important than owning a factory, and the only way to own a market is to own a brand that dominates the market." With the formation of competition pattern in China's telecom industry, brand has become the competitive weapon of leading operators, and how to create the brand's advantages and appeal to consumers in all directions, It has become a system work of telecom operators at present and in the future. How to establish the brand competition strategy of China Telecom, to establish the sustainable competitive advantage, and to construct the marketing management system for the implementation of brand competition are the issues that China Telecom Chongqing Branch is paying more and more attention to. Is also the significance of this study. At present, the main problem of Chongqing Telecom is that the telecommunications market has entered a period of steady development, and the rapid growth in the number of customers is very difficult to reproduce; how to retain old customers, compete for new customers and customers of other operators, and dig deep into the long-term value of customers, Change increment development to stock development. In this case, service innovation, brand marketing needs will be more urgent, purely around hardware, facilities, network technology competition is no longer exclusive advantage. Customer-centered and value-oriented customer experience is the real direction of telecom marketing in the future. This article adopts the western marketing school which is in line with the international standard to carry on the brand value appraisal principle from the consumer's angle, from the value includes the brand well-known, the brand reputation degree, The extension and connotation of brand value to explore the direction of domestic telecom brand construction. By analyzing the development trend of telecom industry and the image positioning of international operators, this paper analyzes the factors of brand positioning of China Telecom German enterprises, and analyzes the influence and determinants of different kinds of brands when China Telecom formulates its brand strategy. Then the competitiveness of Chongqing Telecom SWOT analysis, the introduction of blue ocean strategy, Chongqing Telecom development strategy, core user group requirements, competition comparison. Finally, it discusses how to integrate the brand construction of Chongqing Telecom into the market management system; since the customer brand is very important, how does Chongqing Telecom realize the evolution from the existing business brand to the customer brand; choose the breakthrough customer group, Identify outstanding and effective product combinations.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626
【参考文献】
相关期刊论文 前2条
1 陈慧;;抚平电信服务需求波动[J];中国电信业;2005年04期
2 肖世烨;再吉;;服务制胜[J];中国电信业;2005年04期
，本文编号：2209928
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