本文選題：廣東移動公司　切入點：品牌戰(zhàn)略　出處：《蘭州大學(xué)》2009年碩士論文

【摘要】： 中國移動通信集團廣東有限公司(以下簡稱廣東移動公司)是中國移動通信集團公司(以下簡稱中國移動)旗下的省級二級法人企業(yè),負責中國移動在廣東的業(yè)務(wù)經(jīng)營。自1995年起,作為中國移動通信領(lǐng)域?qū)嵤┢放茟?zhàn)略的先行者,廣東移動公司開始了品牌化經(jīng)營的嘗試。從“廣東全球通”,到“神州行”、“動感地帶”,再到“神州行大眾卡”,廣東移動公司在品牌化經(jīng)營上的每一次探索,都開創(chuàng)了一個新的天地,也都推動著企業(yè)躍上了一個新臺階。而其摸索出的成功經(jīng)驗,很快在中國移動全面推廣,進而又成為推動中國移動快速發(fā)展的重要驅(qū)動力,因此,廣東移動公司的品牌戰(zhàn)略值得深入總結(jié)和研究。 基于以上認識,本文根據(jù)案例研究方法,在掌握廣東移動公司大量資料的基礎(chǔ)上,對廣東移動公司實施品牌戰(zhàn)略的基本進程和主要內(nèi)容進行了系統(tǒng)的梳理和理論總結(jié),并對其實施品牌戰(zhàn)略的效果進行了較為詳盡的分析,認為廣東移動公司通過實施品牌戰(zhàn)略,在品牌管理體系、品牌的驅(qū)動力生成、品牌經(jīng)營績效、品牌的市場競爭力,以及品牌發(fā)展等五個方面取得了顯著成效,提出廣東移動公司厚積薄發(fā)的企業(yè)文化、敏銳領(lǐng)先的品牌意識、開放先進的品牌理念、科學(xué)規(guī)范的品牌運作機制,以及細致完善的品牌執(zhí)行力等是其品牌戰(zhàn)略成功的關(guān)鍵。當然,品牌架構(gòu)的合理性、各客戶品牌界限的模糊及企業(yè)的品牌創(chuàng)新意識和創(chuàng)新能力后繼乏力也是廣東移動公司品牌戰(zhàn)略持續(xù)發(fā)展過程中需要解決的問題。
[Abstract]:China Mobile Communications Group Guangdong Co., Ltd (hereinafter referred to as Guangdong Mobile Company) is a provincial level II legal person enterprise of China Mobile Communications Group Company (hereinafter referred to as China Mobile). Responsible for China Mobile's business operations in Guangdong. Since 1995, as a pioneer in the implementation of brand strategy in China Mobile Communications, Guangdong Mobile Company has begun to try to brand its business. From "Guangdong GSM" to "Shenzhou trip", "dynamic Zone", to "Shenzhou Walking Public Card", Guangdong Mobile Company has made every exploration in brand management. Both opened up a new world and pushed the enterprises to a new level. And the successful experience it groped out soon became an important driving force to promote the rapid development of China Mobile. The brand strategy of Guangdong Mobile Company is worth summing up and studying in depth. Based on the above understanding, this paper systematically combs and summarizes the basic process and main contents of the brand strategy of Guangdong Mobile Company on the basis of a large number of data from Guangdong Mobile Company according to the method of case study. And the effect of brand strategy is analyzed in detail. It is concluded that Guangdong Mobile Company through the implementation of brand strategy, brand management system, brand driving force generation, brand management performance, brand market competitiveness. As well as five aspects of brand development have achieved remarkable results, put forward Guangdong Mobile Company's well-established corporate culture, sharp leading brand awareness, open advanced brand concept, scientific and standardized brand operation mechanism, Of course, the rationality of the brand structure is the key to the success of its brand strategy. The blurring of customer brand boundaries and the weakness of brand innovation consciousness and innovation ability of enterprises are also the problems to be solved in the sustainable development of brand strategy of Guangdong Mobile Company.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F626;F273.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 王麗珠（SIRISUPA SARIBUT）;正大集團品牌戰(zhàn)略研究[D];揚州大學(xué);2010年

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本文編號：1658904