中国联通单一品牌战略研究

发布时间：2018-01-11 23:34

本文关键词：中国联通单一品牌战略研究　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：电信行业作为我国国民经济的战略性产业,近三十年来一直保持快速增长。但同时由于电信产品和业务较高的同质性,竞争越来越激烈,电信资费不断下降,且竞争由业务层面演变成全业务、全领域的竞争。为此,各运营商经过近些年的探索和尝试,将目光从单纯的资费竞争转向了多元化的品牌竞争,着力建立适合企业长效发展的品牌战略,品牌已成为电信行业核心竞争力之一。2G时代,各运营商先后实施了多品牌战略。2009年,中国通信市场由2G时代跨入了3G时代,带来了新的竞争格局。2013年预计是4G牌照发放的元年,将进一步加剧运营商在全领域、深层次的竞争。中国联合网络通信集团公司作为国内首家从多品牌战略转型为单一品牌战略的通信企业,它的发展历程引人关注。因此,对中国联通单一品牌战略进行研究,兼备理论意义和现实意义。论文共分六章。第一章简要介绍了研究背景及研究目的。第二章对单一品牌战略和多品牌战略理论进行了简要阐释。第三章简要介绍了中国联通公司及行业现状,并对中国联通多品牌战略及单一品牌战略进行了较详尽阐述。第四章是本文的核心,综合运用调研及论证、理论结合数据的方法,对不同品牌战略实施的市场效果进行分析,提出单一品牌战略具有的普遍意义。第五章对中国联通实施单一品牌战略的经验进行了总结,并提出在执行方面的改进意见。第六部分是结束语。
[Abstract]:Telecommunication industry, as a strategic industry of our national economy, has maintained rapid growth in the past 30 years, but at the same time, because of the high homogeneity of telecommunication products and business, the competition is becoming more and more fierce, and the telecommunication tariff has been declining. And the competition has evolved from the business level to the whole business, the whole field of competition. Therefore, after the exploration and attempt in recent years, the operators turned their eyes from the pure price competition to the diversified brand competition. Focus on the establishment of a brand strategy suitable for the long-term development of enterprises, brand has become one of the core competitiveness of the telecommunications industry in the era of .2G, the operators have implemented a multi-brand strategy. 2009. China's telecommunications market has entered the 3G era from the 2G era, which has brought a new competition pattern. 2013 is expected to be the first year of 4G license issuance, which will further intensify the operators in the whole field. As the first communication enterprise in China to transform from multi-brand strategy to single-brand strategy, its development process attracts attention. The single brand strategy of China Unicom is studied. The thesis is divided into six chapters. The first chapter briefly introduces the research background and purpose. The second chapter briefly explains the theory of single brand strategy and multi-brand strategy. The third chapter briefly introduces the theory of single brand strategy and multi-brand strategy. China Unicom Company and the current situation of the industry. And China Unicom multi-brand strategy and single brand strategy are elaborated in detail. Chapter 4th is the core of this paper, comprehensive use of research and demonstration, theory combined with data methods. The market effect of different brand strategy is analyzed and the universal significance of single brand strategy is put forward. Chapter 5th summarizes the experience of China Unicom implementing single brand strategy. And puts forward the improvement suggestion in the aspect of implementation. 6th part is the conclusion.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F272

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