本文關(guān)鍵詞： 中國(guó)移動(dòng) 品牌 品牌文化 品牌傳播　出處：《南昌大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 21世紀(jì)是知識(shí)經(jīng)濟(jì)時(shí)代,在競(jìng)爭(zhēng)日益激烈的商業(yè)環(huán)境中,基于品牌文化層面的品牌戰(zhàn)略與品牌傳播越來越受到企業(yè)的重視。然而,雖然目前已經(jīng)有眾多企業(yè)進(jìn)行了品牌建設(shè)方面的實(shí)踐,但能夠稱之為像“可口可樂”、美國(guó)“通用”等那樣經(jīng)典的卻屈指可數(shù)。原因之一是在于沒有將品牌上升到文化的層次,并以恰當(dāng)、有效的方式傳播出來。此外,學(xué)術(shù)界對(duì)品牌文化及其傳播的研究也相對(duì)不足。 在為數(shù)不多的著名品牌文化傳播案例中,中國(guó)移動(dòng)通信是尤其值得研究的。作為我國(guó)移動(dòng)通信運(yùn)營(yíng)企業(yè)的龍頭老大,中國(guó)移動(dòng)通信在激烈的通信市場(chǎng)競(jìng)爭(zhēng)中不僅扮演著極其重要的角色,更日益鑄造了成功的“中國(guó)移動(dòng)通信”這一品牌,作為象征,該品牌不僅濃縮了這一企業(yè)的文化精神,代表了這一企業(yè)外在的整體形象,也是這一企業(yè)整體產(chǎn)品與服務(wù)水平的集中體現(xiàn)。 本文通過查閱大量國(guó)內(nèi)外的相關(guān)文獻(xiàn)及研究成果,對(duì)品牌、文化、商業(yè)文化、品牌文化等的內(nèi)涵及品牌文化的特點(diǎn)、構(gòu)成層面等理論進(jìn)行了系統(tǒng)的整理和研究。同時(shí),對(duì)中國(guó)移動(dòng)品牌、品牌文化、品牌文化的傳播相關(guān)的資料進(jìn)行分析和整理,總結(jié)出中國(guó)移動(dòng)品牌的現(xiàn)狀及品牌文化的內(nèi)涵、傳播、傳播效果及管理等內(nèi)容。采取定量研究的方法,對(duì)中國(guó)移動(dòng)“全球通”、“動(dòng)感地帶”、“神州行”三大個(gè)人客戶品牌用戶進(jìn)行了問卷調(diào)查。結(jié)合調(diào)查問卷反饋的信息,找出中國(guó)移動(dòng)品牌文化傳播中存在的問題并提出有效的建議。
[Abstract]:21th century is the era of knowledge economy. In the increasingly competitive business environment, brand strategy and brand communication based on brand culture are paid more and more attention by enterprises. Although there are many enterprises in the practice of brand building, but can be called like "Coca-Cola". One of the reasons is that the brand has not been raised to the level of culture and spread in an appropriate and effective way. Academic research on brand culture and its dissemination is also relatively inadequate. In the few famous brand culture communication cases, China Mobile Communications is particularly worthy of study. As the leading leader of mobile communication enterprises in China. China Mobile Communication not only plays an extremely important role in the fierce competition of communication market, but also plays an increasingly important role in casting the successful "China Mobile Communication" brand as a symbol. The brand not only condenses the cultural spirit of this enterprise, but also represents the overall image of the enterprise, and it is also the concentrated embodiment of the whole product and service level of this enterprise. Through consulting a large number of domestic and foreign related literature and research results, this paper discusses the connotation of brand, culture, business culture, brand culture and the characteristics of brand culture. At the same time, it analyzes and collates the related materials of China Mobile brand, brand culture and brand culture. Summarize the current situation of China Mobile brand and the connotation of brand culture, communication, communication effect and management. Take the method of quantitative research, to China Mobile "GSM", "dynamic zone". A questionnaire survey was conducted among the three individual customer brand users of "Shenzhou Xing". Based on the feedback information of the questionnaire, the problems existing in the cultural communication of China Mobile brand were found out and effective suggestions were put forward.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F626

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 謝營(yíng)川;中山移動(dòng)手機(jī)一卡通業(yè)務(wù)項(xiàng)目管理研究[D];北京郵電大學(xué);2010年

2 孫鵬和;移動(dòng)運(yùn)營(yíng)商校園市場(chǎng)發(fā)展策略研究[D];北京郵電大學(xué);2011年

，

本文編號(hào)：1492226