本文選題：移動(dòng)客戶品牌 + 品牌形象�。� 參考：《北京郵電大學(xué)》2009年碩士論文

【摘要】： 國的電信市場目前形成了三家擁有全國性網(wǎng)絡(luò)資源、實(shí)力與規(guī)�，F(xiàn)對(duì)接近、具有全業(yè)務(wù)經(jīng)營能力和較強(qiáng)競爭力的市場競爭主體,中國各電信企業(yè)將面臨更為激烈的競爭環(huán)境,其中個(gè)人移動(dòng)業(yè)務(wù)也將成為未來電信運(yùn)營商競爭主戰(zhàn)場。在這種形勢下,為了提高市場份額,增加競爭力,運(yùn)營商們必須認(rèn)清品牌形象建設(shè)的重要性,并準(zhǔn)確評(píng)估品牌建設(shè)現(xiàn)狀,從而制定正確的品牌發(fā)展戰(zhàn)略,努力塑造自己獨(dú)特品牌形象,從而在競爭中占據(jù)主動(dòng)。 本研究以范秀成品牌形象測量模型為基礎(chǔ),通過市場調(diào)研以及與專家學(xué)者的溝通,確定了電信運(yùn)營企業(yè)移動(dòng)客戶品牌形象內(nèi)部因素,并通過層次分析法確定了各維度以及各因素的優(yōu)先級(jí)權(quán)重,從而構(gòu)建出電信運(yùn)營企業(yè)移動(dòng)客戶品牌形象的測量模型。該模型得出電信運(yùn)營企業(yè)移動(dòng)客戶品牌形象應(yīng)包括四個(gè)維度,27個(gè)測度項(xiàng)目。在四個(gè)維度中,品牌人性化維度對(duì)品牌形象的影響程度最大,優(yōu)先級(jí)權(quán)重超過50%。27個(gè)測度項(xiàng)目中,品牌人性化維度下的“體現(xiàn)消費(fèi)者自我形象”的因素占的優(yōu)先級(jí)權(quán)重最大,超過20%;其次是品牌人性化維度下的愛與激情的因素以及品牌個(gè)性的因素,它們的比重都超過10%;其中影響程度較小的有:產(chǎn)品維度下的產(chǎn)品附加價(jià)值因素、服務(wù)穩(wěn)定性因素以及消費(fèi)體驗(yàn)因素;企業(yè)維度下的市場占有率、企業(yè)的渠道覆蓋、企業(yè)社會(huì)責(zé)任感、企業(yè)的廣告認(rèn)知、企業(yè)的研發(fā)創(chuàng)新以及企業(yè)的員工素質(zhì)因素,它們的優(yōu)先級(jí)權(quán)重都不超過1%。 本研究把構(gòu)建出的模型應(yīng)用到針對(duì)年輕客戶群體的兩大移動(dòng)客戶品牌——?jiǎng)痈械貛放坪蚒P新勢力的測量中,首先根據(jù)模型設(shè)計(jì)調(diào)查問卷,收集大量的樣本數(shù)據(jù),然后用Excel和SPSS統(tǒng)計(jì)軟件對(duì)數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析,得出了兩品牌的品牌形象以及各維度的得分。不管是從總體還是從各維度的角度,動(dòng)感地帶的品牌形象都優(yōu)于UP新勢力。通過對(duì)兩品牌的獨(dú)立分析以及對(duì)比分析,本文指出了兩品牌在品牌形象方面各自的優(yōu)缺點(diǎn),并提出了針對(duì)性的品牌形象改進(jìn)意見。 文章最后總結(jié)和分析了本研究的局限性以及未來的研究方面。
[Abstract]:China's telecommunications market has now formed three national network resources, the strength and scale of which are now close to each other, the market competition body with full business operation ability and relatively strong competitiveness, and Chinese telecommunications enterprises will face a more intense competitive environment. Among them, personal mobile service will also become the main battlefield of future telecom operators' competition. In this situation, in order to increase market share and increase competitiveness, operators must recognize the importance of brand image building and accurately evaluate the status quo of brand construction, so as to formulate a correct brand development strategy. Strive to shape their own unique brand image, so as to occupy the initiative in the competition. On the basis of Fan Xiucheng brand image measurement model, through market research and communication with experts and scholars, this study determines the internal factors of mobile customer brand image in telecom operation enterprises. Through the analytic hierarchy process (AHP), the priority weight of each dimension and factors is determined, and the measurement model of mobile customer brand image of telecom operation enterprises is constructed. The model concludes that the mobile customer brand image of telecom operators should include four dimensions and 27 measurement items. Among the four dimensions, the impact of brand humanization dimension on brand image is the largest, and the priority weight is more than 50.27 measurement items, the factor of "reflecting consumer self-image" in the brand humanization dimension has the largest priority weight. Secondly, the factors of love and passion in the dimension of humanization of the brand, and the factors of the brand personality, all of which have a proportion of more than 100.There are the factors of added value of the product under the product dimension to a lesser extent, and the second is the factor of love and passion under the dimension of humanization of the brand. Factors of service stability and consumption experience, market share, channel coverage, corporate social responsibility, advertising cognition, R & D innovation and employee quality, None of them has a priority weight greater than one. This study applies the model to the measurement of the two major mobile customer brands, the mobile brand and the new power of up, which is aimed at the young customer group. Firstly, a questionnaire is designed according to the model, and a large number of sample data are collected. Then using Excel and SPSS statistical software to carry on the statistical analysis to the data, has obtained the brand image of the two brands and the score of each dimension. Whether from the overall or from the perspective of each dimension, the dynamic zone brand image is superior to the use of new power. Through the independent analysis and comparative analysis of the two brands, this paper points out the advantages and disadvantages of the two brands in the brand image, and puts forward some suggestions for the improvement of the brand image. Finally, the paper summarizes and analyzes the limitations and future research aspects of this study.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F626;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 金媛媛;品牌推廣及其應(yīng)用性研究[D];南京林業(yè)大學(xué);2010年

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本文編號(hào)：2050671