結合中國電信的品牌戰(zhàn)略來實施重慶電信的營銷管理
發(fā)布時間：2018-08-28 16:18
【摘要】： 電信業(yè)的不斷快速發(fā)展,使電信市場的競爭日益白熱化,消費電信產(chǎn)品時,人們有了選擇權,如何建立客戶對電信品牌的忠誠度,成為了電信企業(yè)不得不考慮的問題。正如美國的一位品牌策略專家所言:“擁有市場比擁有工廠更重要,而擁有市場的惟一辦法是擁有占市場主導地位的品牌�！彪S著中國電信行業(yè)競爭格局的形成,品牌已經(jīng)成為了主導運營商的競爭利器,而如何全方位的打造品牌的優(yōu)勢和對消費者的吸引力,則成為了當前和今后一段時期電信運營商的一項系統(tǒng)工作。如何確立中國電信的品牌競爭戰(zhàn)略,創(chuàng)建持續(xù)競爭優(yōu)勢,構建為實施品牌競爭的營銷管理體系,是當前中國電信重慶分公司日益關注的問題。也是本文研究的意義所在。 重慶電信目前的主要問題是,電信市場已經(jīng)進入穩(wěn)定發(fā)展期,客戶數(shù)量的高速增長很難再現(xiàn);如何保留老客戶,爭奪新客戶和其他運營商的客戶,深入挖掘客戶的長期價值,變增量發(fā)展為存量發(fā)展。在這種情況下,服務創(chuàng)新、品牌營銷的需求就會更加迫切,單純圍繞硬件、設施、網(wǎng)絡進行技術競爭已經(jīng)不具有獨占性優(yōu)勢了。以客戶為中心,以顧客體驗到的價值為導向,是未來電信營銷的真正方向。 本文采用與國際接軌的西方營銷學派的從消費者的角度進行的品牌價值評估原理,從價值包括品牌知名度、品牌美譽度、品牌價值的外延和內(nèi)涵幾個方面來探討國內(nèi)電信品牌建設方向。通過對電信行業(yè)發(fā)展趨勢,國際運營商形象定位,來進行中國電信德企業(yè)品牌定位因素分析,分析中國電信在制定品牌策略時,對于不同種類的品牌影響和決定因素。 然后進行重慶電信的競爭力SWOT分析,引入藍色海洋戰(zhàn)略思想,重慶電信發(fā)展戰(zhàn)略,核心用戶群要求,競爭對手比較。 最后探討重慶電信的品牌建設如何融入到市場經(jīng)營管理體系;既然客戶品牌十分重要,重慶電信如何實現(xiàn)從現(xiàn)有的業(yè)務品牌向客戶品牌的演進;選擇突破性的客戶群體,確定突出有效的產(chǎn)品組合。
[Abstract]:With the rapid development of telecommunication industry, the competition of telecommunication market is becoming more and more intense. When consuming telecom products, people have the option. How to establish customer loyalty to telecom brand has become a problem that telecom enterprises have to consider. As an American brand strategist put it: "owning a market is more important than owning a factory, and the only way to own a market is to own a brand that dominates the market." With the formation of competition pattern in China's telecom industry, brand has become the competitive weapon of leading operators, and how to create the brand's advantages and appeal to consumers in all directions, It has become a system work of telecom operators at present and in the future. How to establish the brand competition strategy of China Telecom, to establish the sustainable competitive advantage, and to construct the marketing management system for the implementation of brand competition are the issues that China Telecom Chongqing Branch is paying more and more attention to. Is also the significance of this study. At present, the main problem of Chongqing Telecom is that the telecommunications market has entered a period of steady development, and the rapid growth in the number of customers is very difficult to reproduce; how to retain old customers, compete for new customers and customers of other operators, and dig deep into the long-term value of customers, Change increment development to stock development. In this case, service innovation, brand marketing needs will be more urgent, purely around hardware, facilities, network technology competition is no longer exclusive advantage. Customer-centered and value-oriented customer experience is the real direction of telecom marketing in the future. This article adopts the western marketing school which is in line with the international standard to carry on the brand value appraisal principle from the consumer's angle, from the value includes the brand well-known, the brand reputation degree, The extension and connotation of brand value to explore the direction of domestic telecom brand construction. By analyzing the development trend of telecom industry and the image positioning of international operators, this paper analyzes the factors of brand positioning of China Telecom German enterprises, and analyzes the influence and determinants of different kinds of brands when China Telecom formulates its brand strategy. Then the competitiveness of Chongqing Telecom SWOT analysis, the introduction of blue ocean strategy, Chongqing Telecom development strategy, core user group requirements, competition comparison. Finally, it discusses how to integrate the brand construction of Chongqing Telecom into the market management system; since the customer brand is very important, how does Chongqing Telecom realize the evolution from the existing business brand to the customer brand; choose the breakthrough customer group, Identify outstanding and effective product combinations.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F626
本文編號：2209928
[Abstract]:With the rapid development of telecommunication industry, the competition of telecommunication market is becoming more and more intense. When consuming telecom products, people have the option. How to establish customer loyalty to telecom brand has become a problem that telecom enterprises have to consider. As an American brand strategist put it: "owning a market is more important than owning a factory, and the only way to own a market is to own a brand that dominates the market." With the formation of competition pattern in China's telecom industry, brand has become the competitive weapon of leading operators, and how to create the brand's advantages and appeal to consumers in all directions, It has become a system work of telecom operators at present and in the future. How to establish the brand competition strategy of China Telecom, to establish the sustainable competitive advantage, and to construct the marketing management system for the implementation of brand competition are the issues that China Telecom Chongqing Branch is paying more and more attention to. Is also the significance of this study. At present, the main problem of Chongqing Telecom is that the telecommunications market has entered a period of steady development, and the rapid growth in the number of customers is very difficult to reproduce; how to retain old customers, compete for new customers and customers of other operators, and dig deep into the long-term value of customers, Change increment development to stock development. In this case, service innovation, brand marketing needs will be more urgent, purely around hardware, facilities, network technology competition is no longer exclusive advantage. Customer-centered and value-oriented customer experience is the real direction of telecom marketing in the future. This article adopts the western marketing school which is in line with the international standard to carry on the brand value appraisal principle from the consumer's angle, from the value includes the brand well-known, the brand reputation degree, The extension and connotation of brand value to explore the direction of domestic telecom brand construction. By analyzing the development trend of telecom industry and the image positioning of international operators, this paper analyzes the factors of brand positioning of China Telecom German enterprises, and analyzes the influence and determinants of different kinds of brands when China Telecom formulates its brand strategy. Then the competitiveness of Chongqing Telecom SWOT analysis, the introduction of blue ocean strategy, Chongqing Telecom development strategy, core user group requirements, competition comparison. Finally, it discusses how to integrate the brand construction of Chongqing Telecom into the market management system; since the customer brand is very important, how does Chongqing Telecom realize the evolution from the existing business brand to the customer brand; choose the breakthrough customer group, Identify outstanding and effective product combinations.
【學位授予單位】：重慶大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F626
【參考文獻】
相關期刊論文 前2條
1 陳慧;;撫平電信服務需求波動[J];中國電信業(yè);2005年04期
2 肖世燁;再吉;;服務制勝[J];中國電信業(yè);2005年04期
，本文編號：2209928
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