菏泽电信天翼品牌推广研究
摘要
品牌战略作为一种无形资产,是运营商商业战略的基础,无论身处哪个行业,绝大多数的领先者都拥有强势的品牌资源。本文对电信运营商的品牌战略进行了研究。在目前市场经营管理中,我国电信企业越来越体会到品牌的重要性,越来越重视品牌营销和品牌建设。在不同的市场竞争阶段,各个电信运营商都重点推广不同的电信品牌。然而由于电信客户消费水平、生活习惯的差异,导致其对电信服务的需求也迥然不同。整个电信行业已经开始从过去的企业品牌、技术品牌主导进入到业务品牌、服务品牌和客户品牌主导的阶段。在国家电信行业第三次大重组之后,电信行业三足鼎立,开始进行全业务竞争,进入3G时代。在新的市场形势下,三家运营商都开始推出了自己的移动业务新品牌,竞争愈加激烈,品牌的作用日显突出。菏泽电信公司作为菏泽本地规模最小、实力相对较弱的一方,如何克服消费者固有的认识,在最短的时间之内树立天翼品牌,存在着巨大的困难。
本文以品牌营销理论为基础,采用文献研究、归纳推理和案例分析、比较分析等方法,对菏泽通信市场和菏泽电信天翼品牌的现状进行了分析,提出了针对天翼品牌的推广方案,争取对天翼品牌的尽快推广起到一定的作用。创新点一：针对全新的竞争格局、市场环境、业务体系,对中国电信天翼品牌如何在菏泽通信市场上推广进行了研究,提出天翼品牌推广的设计方案并分析如何实施。创新点二：对于在菏泽这种中小城市推广全国性的电信品牌,以前相关的研究较少。本文的研究为国内其他电信运营商运营特别是地市运营商如何推广全新的电信品牌起到了借鉴和参考的作用。
本文第一章概述了天翼品牌推广的背景和研究意义,对电信行业重组情况进行了介绍,对菏泽电信天翼品牌推广的意义进行了阐述；第二章对相关理论进行了综述,主要对品牌、品牌价值、品牌传播等内容进行了综述；第三章对菏泽电信天翼品牌推广现状做了分析,主要对菏泽电信目前的品牌体系、状况、天翼采用的推广方法及存在的不足进行了分析；第四章对如何推广天翼品牌进行了设计,提出了天翼品牌推广的思路和框架；第五章对天翼品牌推广方案如何实施进行了阐述,主要从基础保障、实施流程和实施中注意事项三个方面进行了研究。
Brand strategy as an intangible asset is very important for every trade operators. Nowadays,almost every industry leaders have a strong brand resources of themselves. Same with others, China's telecom operators begun to enter the era of brand management with gradually recognizing the importance of brand.In this paper, the brand strategy of telecom operators have been studied. Through "product first", "image first", "positioning first" and so on stage of brand marketing, it has entered the "value oriented" era. The essence of marketing is how to promote the exchange of value. And brand value of the enterprise depends on the value which provided by the company for customer and community. From the customer point of view, the key of establishing brand image is brand positioning and marketing activities.At present, the Chinese telecom enterprises has realized the importance of brand. Brand marketing and brand building has been more and more attention. In different stages of market competition, various telecom operators focus on promoting different brands of telecommunication. However, due to telecom customers the level of consumption, differences in lifestyle, resulting in the demand for telecommunications services is very different. Thus, according to the needs of different customers, Telecommunications market broken down is effective measures for attracting customers and increasing customer loyalty,. Under the guidance of this trend, the entire telecom industry has already begun the corporate brand, technology brand-led of past into the business brand, service brand and customer brand-led phase. After the third recombination of national telecommunications industry, The telecommunications industry into the 3G era and started the whole business competition. In the new market situation, the three operators have begun to introduce its own new brand of mobile services, competition has become increasingly intense, the role of the brand is more obvious than before. Heze local telecommunications company, As a weaker power, how to overcome the inherent understanding of consumers, set up E surfing brand in the shortest time have enormous difficulties.
Brand promotion of Heze E surfing faces many unfavorable factors. For example, Brand has just been established, Promotion time and efforts are not enough, Poor awareness levels of users, expensive, standby time is short, Strength of strong competitors,and so on.In this paper, Heze telecommunications market and telecommunication's E surfing brand were analyzed. Then, Author Proposed brand extension programs for the E surfing for playing a role in the promotion as soon as possible.Due to the 3G era had just arrived, small and medium cities How to promotion brand in the telecommunications industry, it is still a relatively new issue and the related research is less.In this paper, literature research, Inductive Reasoning and case studies, comparative analysis and other methods have been applied to study how to promotion brand in small and medium cities in the era of 3G telecommunications industry.
This Chapter I outlines the background of E surfing branding and research significance, restructuring of the telecommunications industry were introduced on the Heze telecommunications E surfing branding expounded the meaning of; second chapter of the relevant theories are reviewed, the main brand, brand value, brand communications and other content are reviewed; third chapter of the Heze telecommunications E surfing brand status were analyzed, mainly the current brand of Heze telecommunications system, status, E surfing used to promote methods and the shortcomings were analyzed; fourth chapter E surfing on how to promote the brand has been designed, made E surfing branding ideas and frameworks; fifth chapter of the E surfing branding how to implement the program were described, mainly from basic security, the implementation of processes and implementation notes three aspects.
本文以品牌营销理论为基础,采用文献研究、归纳推理和案例分析、比较分析等方法,对菏泽通信市场和菏泽电信天翼品牌的现状进行了分析,提出了针对天翼品牌的推广方案,争取对天翼品牌的尽快推广起到一定的作用。创新点一：针对全新的竞争格局、市场环境、业务体系,对中国电信天翼品牌如何在菏泽通信市场上推广进行了研究,提出天翼品牌推广的设计方案并分析如何实施。创新点二：对于在菏泽这种中小城市推广全国性的电信品牌,以前相关的研究较少。本文的研究为国内其他电信运营商运营特别是地市运营商如何推广全新的电信品牌起到了借鉴和参考的作用。
本文第一章概述了天翼品牌推广的背景和研究意义,对电信行业重组情况进行了介绍,对菏泽电信天翼品牌推广的意义进行了阐述；第二章对相关理论进行了综述,主要对品牌、品牌价值、品牌传播等内容进行了综述；第三章对菏泽电信天翼品牌推广现状做了分析,主要对菏泽电信目前的品牌体系、状况、天翼采用的推广方法及存在的不足进行了分析；第四章对如何推广天翼品牌进行了设计,提出了天翼品牌推广的思路和框架；第五章对天翼品牌推广方案如何实施进行了阐述,主要从基础保障、实施流程和实施中注意事项三个方面进行了研究。
Brand strategy as an intangible asset is very important for every trade operators. Nowadays,almost every industry leaders have a strong brand resources of themselves. Same with others, China's telecom operators begun to enter the era of brand management with gradually recognizing the importance of brand.In this paper, the brand strategy of telecom operators have been studied. Through "product first", "image first", "positioning first" and so on stage of brand marketing, it has entered the "value oriented" era. The essence of marketing is how to promote the exchange of value. And brand value of the enterprise depends on the value which provided by the company for customer and community. From the customer point of view, the key of establishing brand image is brand positioning and marketing activities.At present, the Chinese telecom enterprises has realized the importance of brand. Brand marketing and brand building has been more and more attention. In different stages of market competition, various telecom operators focus on promoting different brands of telecommunication. However, due to telecom customers the level of consumption, differences in lifestyle, resulting in the demand for telecommunications services is very different. Thus, according to the needs of different customers, Telecommunications market broken down is effective measures for attracting customers and increasing customer loyalty,. Under the guidance of this trend, the entire telecom industry has already begun the corporate brand, technology brand-led of past into the business brand, service brand and customer brand-led phase. After the third recombination of national telecommunications industry, The telecommunications industry into the 3G era and started the whole business competition. In the new market situation, the three operators have begun to introduce its own new brand of mobile services, competition has become increasingly intense, the role of the brand is more obvious than before. Heze local telecommunications company, As a weaker power, how to overcome the inherent understanding of consumers, set up E surfing brand in the shortest time have enormous difficulties.
Brand promotion of Heze E surfing faces many unfavorable factors. For example, Brand has just been established, Promotion time and efforts are not enough, Poor awareness levels of users, expensive, standby time is short, Strength of strong competitors,and so on.In this paper, Heze telecommunications market and telecommunication's E surfing brand were analyzed. Then, Author Proposed brand extension programs for the E surfing for playing a role in the promotion as soon as possible.Due to the 3G era had just arrived, small and medium cities How to promotion brand in the telecommunications industry, it is still a relatively new issue and the related research is less.In this paper, literature research, Inductive Reasoning and case studies, comparative analysis and other methods have been applied to study how to promotion brand in small and medium cities in the era of 3G telecommunications industry.
This Chapter I outlines the background of E surfing branding and research significance, restructuring of the telecommunications industry were introduced on the Heze telecommunications E surfing branding expounded the meaning of; second chapter of the relevant theories are reviewed, the main brand, brand value, brand communications and other content are reviewed; third chapter of the Heze telecommunications E surfing brand status were analyzed, mainly the current brand of Heze telecommunications system, status, E surfing used to promote methods and the shortcomings were analyzed; fourth chapter E surfing on how to promote the brand has been designed, made E surfing branding ideas and frameworks; fifth chapter of the E surfing branding how to implement the program were described, mainly from basic security, the implementation of processes and implementation notes three aspects.
引文
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①李光斗.品牌竞争力[M].北京：中国人民大学出版社,2004：114.
② Kroeber,Alfred and Clyde Kluchon. Culture:Acritical Review of Concepts and Definitions[M]. Random House, NewYork,1963. pp13-16.
③李光斗.品牌竞争力[M].北京：中国人民大学出版社,2004：114.
①余明阳,朱纪达,肖俊松.品牌传播学[M].上海：上海交通大学出版社,2005：17.
②胡晓云,李一峰.品牌归于运动一十六种国际品牌的运动模式[M].杭州：浙江大学出版社,2003：4.
③[美]达里尔·特拉维斯.情感品牌[M].北京：新华出版社,2003：29.
①温雅.浅谈品牌竞争[J]。大众科技,2005,(12)：192—193.
②陈松青.中国电信服务品牌营销战略初探[J].市场营销导刊,2004,(4)：48—49.
①葛正良.证券投资学[M].立信会计出版社.2001
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①余明阳,朱纪达,肖俊松.品牌传播学[M].上海：上海交通大学出版社,2005：13.
①李光斗.品牌竞争力[M].北京：中国人民大学出版社,2004：114.
② Kroeber,Alfred and Clyde Kluchon. Culture:Acritical Review of Concepts and Definitions[M]. Random House, NewYork,1963. pp13-16.
③李光斗.品牌竞争力[M].北京：中国人民大学出版社,2004：114.
①余明阳,朱纪达,肖俊松.品牌传播学[M].上海：上海交通大学出版社,2005：17.
②胡晓云,李一峰.品牌归于运动一十六种国际品牌的运动模式[M].杭州：浙江大学出版社,2003：4.
③[美]达里尔·特拉维斯.情感品牌[M].北京：新华出版社,2003：29.
①温雅.浅谈品牌竞争[J]。大众科技,2005,(12)：192—193.
②陈松青.中国电信服务品牌营销战略初探[J].市场营销导刊,2004,(4)：48—49.
①葛正良.证券投资学[M].立信会计出版社.2001
[1]赛迪顾问.2009年中国通信市场现状与发展趋势[J].网站,2009,(3)：1-1.
[2]孙伟平.实施品牌发展战略,提高企业竞争力.时代经济论坛,2009,(3)：2-3.
[3]张锐.品牌的十大定位.市场营销.2001(3).3
[4]菲利普·科特勒.营销管理[M].第10版,梅汝和,梅清豪,张桁,译.上海：上海人民出版社,1999：145.
[5]余明阳,朱纪达,肖俊松.品牌传播学[M].上海：上海交通大学出版社,2005：13,17.
[6]李光斗.品牌竞争力[M].北京：中国人民大学出版社,2004：114.
[7]Kroeber,Alfred and Clyde Kluchon. Culture:Acritical Review of Concepts and Definitions [Ml. Random House, NewYork,1963. pp13-16.
[8]宿春礼,[美]H.Fred.全球顶级企业通用的10种品牌管理方法[M].北京：光明日报出版社,2003：222—226.
[9]胡晓云,李一峰.品牌归于运动---十六种国际品牌的运动模式[M].杭州：浙江大学出版社,2003：5-6,9.
[10]]Aaker. J. Dimensions of brand personality [J]. Journal of Marketing Research, 34. Aug,1997. PP:347-356.
[11]景进安.品牌个性[M].太原：山西经济出版社,2007：17.
[12][美]达里尔·特拉维斯.情感品牌[M].北京：新华出版社,2003：29.
[13]唐守廉,电信服务质量与服务营销[M].北京：北京邮电大学出版社,2000：18.
[14]温雅.浅谈品牌竞争[J]。大众科技,2005,(12)：192—193.
[15]陈松青.中国电信服务品牌营销战略初探[J].市场营销导刊,2004,(4)：4849.
[16]徐萍.消费心理学教程[M]。第2版。上海：上海财经大学出版社,2005：280—281.
[17]董飞,杨丰瑞.3G产业市场需求及发展策略分析[J].移动通信,2007(5)
[18]葛正良.证券投资学[M].立信会计出版社.2001：23
[19]]郑小明.人力资源管理导论.机械工业出版社,2005年.
[20]黄英,朱顺德.二十一世纪的口碑营销及其在中国的发展潜力[J].管理现代化.2003(6).
[21]梁明.口碑传播的应用研究一星巴克案例分析[D].2006.
[22][5l]Brace, MoneyR,MaryC. Gilly,and John L. Graham. Explorations of National Culture and Word—of-mouth. Referral Behavior in the Purchase of Iadustrial Services in the United Statenand Japan [J]. Journal of Marketing,1998.
[23]葛正良.证券投资学[M].立信会计出版社.2001
[24]徐蔚琴.营销渠道管理.电子工业出版社,2003.
[25]姚群峰.电信服务营销渠道策略重点探讨一渠道竞合与渠道整合.当代电信.2006,4：44-46.
[26]马春山.3G增值业务运营模式和盈利模式的探讨[J].移动通信.2008(5).
[27]陈英毅,范秀成.论体验营销[J].华东经济管理.2003(2).
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