發(fā)布時(shí)間：2018-08-17 12:25

【摘要】： 隨著中國(guó)通信業(yè)的整合重組,中國(guó)電信運(yùn)營(yíng)業(yè)將面臨著新一輪的競(jìng)爭(zhēng)。隨著中國(guó)經(jīng)濟(jì)、技術(shù)的發(fā)展,電信運(yùn)營(yíng)業(yè)的競(jìng)爭(zhēng)將會(huì)逐漸從價(jià)格、技術(shù)、服務(wù)的競(jìng)爭(zhēng)轉(zhuǎn)向品牌的競(jìng)爭(zhēng)。中國(guó)移動(dòng)通信集團(tuán)(下簡(jiǎn)稱“中國(guó)移動(dòng)”)在品牌塑造中面臨著新考驗(yàn),為了進(jìn)一步細(xì)分市場(chǎng),有效抓住青少年這一群體,中國(guó)移動(dòng)2003年推出動(dòng)感地帶品牌,經(jīng)過五年的發(fā)展已經(jīng)成為中國(guó)移動(dòng)的三大客戶品牌之一。怎樣在原來品牌特性上賦予“成長(zhǎng)”、“成功”新的品牌價(jià)值,經(jīng)過五年發(fā)展的動(dòng)感地帶品牌塑造也面臨著新的挑戰(zhàn)和升級(jí)。 本文共分六章,兩大部分。第一部分是針對(duì)品牌塑造和活動(dòng)營(yíng)銷所需要的理論進(jìn)行梳理和歸納,并介紹了動(dòng)感地帶品牌發(fā)展之路。第二部分是論證了“活動(dòng)營(yíng)銷”是經(jīng)過實(shí)踐證明的一個(gè)很好的動(dòng)感品牌塑造方式之一,對(duì)活動(dòng)營(yíng)銷的相關(guān)概念、理論進(jìn)行了梳理,并探索構(gòu)建出活動(dòng)營(yíng)銷的理論模型和操作模型。在實(shí)際操作模型的策劃、執(zhí)行模塊中對(duì)一些關(guān)鍵性問題進(jìn)行了分析和歸納。在活動(dòng)營(yíng)銷后評(píng)估模塊中總結(jié)出了評(píng)估的常用方法和活動(dòng)營(yíng)銷的評(píng)估緯度。 論文主要采取資料分析、實(shí)地調(diào)查、深度訪談等方法,理論聯(lián)系實(shí)際,將現(xiàn)代營(yíng)銷理論結(jié)合動(dòng)感地帶的特點(diǎn),融入到動(dòng)感地帶品牌塑造之中,提出活動(dòng)營(yíng)銷的新概念,構(gòu)建出應(yīng)用于動(dòng)感地帶品牌塑造的活動(dòng)營(yíng)銷模型,對(duì)品牌經(jīng)理活動(dòng)策劃和營(yíng)銷有很好的指導(dǎo)意義,并在行業(yè)理論應(yīng)用方面有一定的創(chuàng)新。
[Abstract]:With the integration and reorganization of China's telecommunications industry, China Telecom will face a new round of competition. With the development of Chinese economy and technology, the competition of telecommunication business will gradually change from price, technology and service to brand competition. China Mobile Communications Group (hereinafter referred to as "China Mobile") is facing a new test in brand shaping. In order to further segment the market and effectively grasp this group of young people, China Mobile launched a dynamic zone brand in 2003. After five years of development, China Mobile has become one of the three major customer brands. How to give "growth" and "success" new brand value in the original brand characteristics, after five years of development of dynamic zone brand shaping is also facing new challenges and upgrades. This paper is divided into six chapters, two parts. The first part is to carding and summing up the theory of brand shaping and activity marketing, and introducing the road of brand development in dynamic zone. The second part is to demonstrate that "activity marketing" is a good way of creating dynamic brand, which is proved by practice, and combs the related concepts and theories of activity marketing. And explore the theoretical model and operational model of activity marketing. Some key problems are analyzed and summarized in the practical operation model planning and execution module. The common methods of evaluation and the evaluation latitude of activity marketing are summarized in the post-evaluation module of activity marketing. This paper mainly adopts the methods of data analysis, field investigation, in-depth interview, combining theory with practice, combines modern marketing theory with the characteristics of dynamic zone, integrates it into brand shaping of dynamic zone, and puts forward a new concept of activity marketing. The activity marketing model which is applied to brand shaping in dynamic zone has good guiding significance for brand manager's activity planning and marketing, and has certain innovation in the application of industry theory.
【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】：2008
【分類號(hào)】：F274;F626

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本文編號(hào)：2187621