中国移动品牌管理研究与探讨
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摘要
随着经济全球化和经济技术的快速发展，通信市场领域的竞争也越来越激烈，电信企业之间竞争的焦点最终将从价格、技术、服务的竞争转向了品牌的竞争。企业品牌代表了一个企业外在的整体形象，是企业整体服务水平的集中体现。“品牌效应”能为企业带来忠实的客户、可观的利润。因此如何打造企业强势品牌成为企业战略决策中的一个重要组成部分。“中国移动”作为我国移动通信运营企业的老大，在我国通信市场上扮演着极其重要的角色。中国移动如何通过公司品牌的塑造增强市场竞争力，成为企业能否长久生存的一个重要砝码。
本文分析了我国通信行业发展现状、发展前景特别是中国移动的发展状况以及面临的机遇和挑战；介绍了中国移动通信公司品牌发展现状及品牌构架；详细分析了中国移动在品牌营销方面存在的问题并提出了可行的解决方法，如品牌定位问题，业务品牌与客户品牌的关系，品牌传播方式、诉求，品牌管理问题等；特别针对中国移动目前“全球通”重塑提出了一些方案性意见，重点放在品牌传播及企业内部品牌管理与执行等方面；另外，基于中国移动通信公司的品牌现状，提出了基于客户价值的品牌提升架构；最后，通过对全文的总结，文章提出一些关于品牌塑造、品牌营销提升等一些结论。
With the rapid development of economy & technology and globalization of economy, the competition in the market of ICT (Information and Communication Technology ) becomes more and more dramatic nowdays. The focus of competition has transferred to the competition of enterprise brand from the prprice, technology and services. Enterprise brand stand for the whole image of a enterprise and a famous enterprise brand can bring honesty customer and grear profit to enterprise. Therefore, how to construct a good brand of enterprise becomes the strategic choice of a corporation. As the leader of ICT service suppliers, China-Mobile plays an important role in the ICT service market of China and how to set a well-known brand-name is a critical factor for the company in the long run.
In the thesis, the author gives a simple review in the past and a brief prospect in the future on the market of ICT service in China and analysis the China Mobile brand sta.quo, opportunities and challenges before China Mobile; depicts the frame of brand of China-Mobile carefully and anlyses the problem which lies in the frame and management of band in China-Mobile. What's more, some ideas on the improvement of brand have been brought out and some advises on the integration of 'Go Tone' brand which can be taken as a project have been given especially. At last, the author gives a sum-up on the thesis and gets some conclusion on the construction and diffusion of enterprise brand and customer service brand.
本文分析了我国通信行业发展现状、发展前景特别是中国移动的发展状况以及面临的机遇和挑战；介绍了中国移动通信公司品牌发展现状及品牌构架；详细分析了中国移动在品牌营销方面存在的问题并提出了可行的解决方法，如品牌定位问题，业务品牌与客户品牌的关系，品牌传播方式、诉求，品牌管理问题等；特别针对中国移动目前“全球通”重塑提出了一些方案性意见，重点放在品牌传播及企业内部品牌管理与执行等方面；另外，基于中国移动通信公司的品牌现状，提出了基于客户价值的品牌提升架构；最后，通过对全文的总结，文章提出一些关于品牌塑造、品牌营销提升等一些结论。
With the rapid development of economy & technology and globalization of economy, the competition in the market of ICT (Information and Communication Technology ) becomes more and more dramatic nowdays. The focus of competition has transferred to the competition of enterprise brand from the prprice, technology and services. Enterprise brand stand for the whole image of a enterprise and a famous enterprise brand can bring honesty customer and grear profit to enterprise. Therefore, how to construct a good brand of enterprise becomes the strategic choice of a corporation. As the leader of ICT service suppliers, China-Mobile plays an important role in the ICT service market of China and how to set a well-known brand-name is a critical factor for the company in the long run.
In the thesis, the author gives a simple review in the past and a brief prospect in the future on the market of ICT service in China and analysis the China Mobile brand sta.quo, opportunities and challenges before China Mobile; depicts the frame of brand of China-Mobile carefully and anlyses the problem which lies in the frame and management of band in China-Mobile. What's more, some ideas on the improvement of brand have been brought out and some advises on the integration of 'Go Tone' brand which can be taken as a project have been given especially. At last, the author gives a sum-up on the thesis and gets some conclusion on the construction and diffusion of enterprise brand and customer service brand.
引文
[1]白长虹，范秀成等，基于顾客感知价值的服务品牌管理，外国经济与管理，2000年2月第2期
[2]何佳讯，品牌形象策划g 透视品牌经营，复旦大学出版社
[3]菲力普科特勒著，梅汝和、梅清豪等译，营销管理——分析、计划、执行和控制，上海人民出版社，1999
[4]余明阳，辉煌的创造——名牌战略，海天出版社，1997年
[5]品牌竞争：买方市场条件下的系统竞争， 《工业企业管理》，1999年第七期
[6]王良锦，李蔚，中国移动的难局，企业管理，2004年第1期
[7]张立，王学人，中国移动和中国联通营销策略的比较分析，通信世界，2002年2月
[8]L.L. Berry. Cultivating Service Brand Equity [J]. Journal of the Academy of Marketing Science ,2000 ,28(1) :128 - 137.
[9]L. Dube and S. Shoemaker. Brand Swithching and Loyalty for Services. in Handbook of Services Marketing and Management [M] . Teresa A. Swartz and Dawn Iacobucci (eds) Sage Publication ,New York ,2000.
[2]何佳讯，品牌形象策划g 透视品牌经营，复旦大学出版社
[3]菲力普科特勒著，梅汝和、梅清豪等译，营销管理——分析、计划、执行和控制，上海人民出版社，1999
[4]余明阳，辉煌的创造——名牌战略，海天出版社，1997年
[5]品牌竞争：买方市场条件下的系统竞争， 《工业企业管理》，1999年第七期
[6]王良锦，李蔚，中国移动的难局，企业管理，2004年第1期
[7]张立，王学人，中国移动和中国联通营销策略的比较分析，通信世界，2002年2月
[8]L.L. Berry. Cultivating Service Brand Equity [J]. Journal of the Academy of Marketing Science ,2000 ,28(1) :128 - 137.
[9]L. Dube and S. Shoemaker. Brand Swithching and Loyalty for Services. in Handbook of Services Marketing and Management [M] . Teresa A. Swartz and Dawn Iacobucci (eds) Sage Publication ,New York ,2000.