目 录
内容摘要和关键词 ……………………………………………………………………………Ⅰ
Abstract and Key words ………………………………………………………………………II
文献综述 …………………………………………………………………………………………III
一、绪论 …………………………………………………………………………………………1
(一）研究目的和意义 ……………………………………………………………………………1
二、相关理论概述 ………………………………………………………………………………1
(一）品牌的定义及其作用 ………………………………………………………………………1
(二）品牌策略的定义及其作用 …………………………………………………………………1
三、中国电信的品牌策略………………………………………………………………………2
(一）利用社会公共资源作为社会广告创意元素………………………………………………2
(二）利用商业赞助提升品牌形象 ………………………………………………………………2
四、中国电信品牌策略存在的问题 …………………………………………………………2
(一）品牌体系不完整……………………………………………………………………………2
(二）品牌缺乏内涵 ………………………………………………………………………………3
(三）品牌不统一 …………………………………………………………………………………3
(四）品牌定位不清………………………………………………………………………………3
五、完善中国电信品牌策略的建议 …………………………………………………………4
(一）完善品牌体系 ………………………………………………………………………………4
(二）做好品牌的市场延伸 ………………………………………………………………………4
(三）调整品牌区域布局 …………………………………………………………………………5
(四）做好企业的人力资源发展…………………………………………………………………5
参考文献 ………………………………………………………………………………………6
致谢 …………………………………………………………………………………………7
内 容 摘 要
近些年来，随着全球经济一体化进程的不断加快，对企业的发展也带来了巨大的挑战。目前，我国许多企业已陆续初步探索进行多元化发展策略，以适应日益严峻的市场竞争。企业经营的好坏不再仅仅是企业自身的微观问题,还是关系到区域乃至国家经济发展的一个宏观问题。国内通讯市场的竞争日趋激烈和成熟，这使得品牌战略日益受到通讯行业的重视。随着竞争的加剧和广告宣传费用的日益增加，中国电信新产品导入的成本和风险越来越高，品牌策略作为一种重要的市场策略，可以较好解决这些难题，同时使品牌下的产品群体与品牌形象更加丰满，为消费者的广泛选择提供可能性，因此对企业的市场拓展具有重要的意义。本文通过分析中国电信公司的品牌策略，针对电信品牌策略的推广及存在的问题，提出相应的对策来完善中国电信公司的品牌策略，旨在通过中国电信这一个案，探析具有普遍意义的品牌策略。
关键词：
中国电信 品牌 策略
In recent years, along with the process of global economic integration accelerate ceaselessly, the enterprise development has also brought great challenges. At present, many enterprises in our country have been preliminary exploration for the diversified development strategy, in order to adapt to the increasingly severe market competition. Business is good or bad is not only their own microcosmic problem, or relationship to regional and even national economic development of a macroscopic problems. The domestic communication market competition is intense with each passing day and maturity, which makes the brand strategy is subjected to the communications industry attention. As competition intensifies and advertising costs increase, China Telecom New Product introduction cost and the risk of getting high, brand strategy as an important marketing strategy, can solve these problems, at the same time the brand under the group of product and brand image more fullness, to provide consumers a wide selection of possibility, so on the enterprise market development has important significance. In this paper, through the analysis of China Telecom Corporation brand strategy, aimed at the telecommunications brand promotion strategy and existing problems, and puts forward the corresponding countermeasures to improve China Telecom Corporation brand strategy, designed by China Telecom to this case, of the universal significance of the brand strategy.
Key words:
China Telecom; brand; strategy
