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  本文選題：移動通信　切入點：產(chǎn)品　出處：《暨南大學(xué)》2009年博士論文　論文類型：學(xué)位論文

【摘要】： 由于移動通信技術(shù)更新?lián)Q代加快,從模擬到2G再到3G演進更迭中,以制式功能為競爭訴求的品牌,因技術(shù)淘汰而過早退出市場;另一方面,因市場競爭日趨激烈,網(wǎng)絡(luò)技術(shù)、服務(wù)、價格終將趨同化或同質(zhì)化,特別到了3G時代,為增強客戶對品牌忠誠度和歸屬感,在全業(yè)務(wù)競爭形勢下,因文化具有傳承性和不可模仿,構(gòu)建品牌文化,以此建立移動通信運營產(chǎn)品品牌的核心競爭力,具有重要的意義。 本文通過理論和實證研究:一、得出了移動通信運營商產(chǎn)品品牌文化的親情因子、事業(yè)因子、個性因子和經(jīng)濟因子共四個維度。二、提出了按這四個維度對移動通信產(chǎn)品品牌進行文化構(gòu)建,增強品牌的忠誠度和歸屬感;提升品牌競爭力和抗風(fēng)險能力。三、基于品牌文化的四個維度,提出建立一個適應(yīng)品牌文化的全新的服務(wù)營銷模式—集束營銷。四、研究啟示,品牌文化才是移動通信運營產(chǎn)品品牌的核心競爭力。
[Abstract]:Because of the rapid upgrading of mobile communication technology, in the evolution from simulation to 2G to 3G, brands whose competition demands are standard functions withdraw from the market prematurely because of the elimination of technology. On the other hand, because of the increasingly fierce competition in the market, network technology, Services, prices will eventually converge or homogenize, especially in the 3G era, in order to enhance customer loyalty to the brand and sense of belonging, in the whole business competition situation, because the culture has inheritance and can not be imitated, build brand culture, It is of great significance to establish the core competitiveness of mobile communication operating product brand. This article through the theory and the empirical research: first, has obtained the mobile communication operator product brand culture affection factor, the enterprise factor, the individuality factor and the economic factor altogether four dimensions. According to the four dimensions of mobile communication product brand culture construction, enhance brand loyalty and sense of belonging, enhance brand competitiveness and risk resistance. Third, based on the four dimensions of brand culture, This paper puts forward a brand new service marketing model to adapt to brand culture-cluster marketing. Fourthly, the research reveals that brand culture is the core competitiveness of mobile communication operating products.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2009
【分類號】：F626

【引證文獻】

相關(guān)博士學(xué)位論文 前1條

1 張立新;基于客戶的移動通信品牌資產(chǎn)模型及影響機理研究[D];北京郵電大學(xué);2011年

相關(guān)碩士學(xué)位論文 前1條

1 曹冰;吉林聯(lián)通公司移動互聯(lián)網(wǎng)產(chǎn)品市場策略研究[D];吉林大學(xué);2012年

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本文編號：1561645