本文選題：中國移動　切入點：移動通信　出處：《西南財經(jīng)大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】：品牌作為消費者或用戶記憶商品工具,對于企業(yè)經(jīng)營管理具有極其重要的作用。消費者或用戶通過品牌,通過對品牌產(chǎn)品的使用形成滿意,就會圍繞品牌形成消費經(jīng)驗,存貯在記憶中,為將來的消費決策形成依據(jù)。目前,品牌已被認為是企業(yè)參與市場競爭的尚方寶劍,“品牌管理”在企業(yè)應(yīng)用的呼聲也風(fēng)起云涌。各個企業(yè)都將品牌管理上升到了企業(yè)戰(zhàn)略的高度,企業(yè)將品牌作為核心競爭力來打造,品牌處于企業(yè)各經(jīng)營要素的核心。 隨著經(jīng)濟全球化和經(jīng)濟技術(shù)的快速發(fā)展,通信市場領(lǐng)域的競爭也越來越激烈,電信企業(yè)之間競爭的焦點從價格、技術(shù)、服務(wù)的競爭轉(zhuǎn)向了品牌的競爭。對于電信企業(yè)而言,要在市場中求得可持續(xù)發(fā)展,辦法之一是創(chuàng)建強勢品牌,不斷累計品牌資產(chǎn)。品牌成為了電信企業(yè)的核心競爭力之一,其中客戶品牌的戰(zhàn)略經(jīng)營也提升到了最顯著的地位。一般來說,運營商日常品牌管理呈現(xiàn)多品牌、渠道多、覆蓋廣的特點,如何有效驅(qū)動工作流來策劃和執(zhí)行品牌管理過程,就顯的非常重要。 中國移動通信集團公司(簡稱“中國移動”)屬于全民所有制企業(yè)公司,成立于2000年,經(jīng)過近20年的堅持不懈發(fā)展,中國移動已經(jīng)成為中國移動通信市場最重要的組成力量,占據(jù)了70%以上的市場份額,擁有全球第一的網(wǎng)絡(luò)和客戶規(guī)模,截至2008年9月30日,資產(chǎn)規(guī)模超過8,000億元人民幣,在崗職工15.84萬人,在世界500強中排名第99位。作為中國電信市場的領(lǐng)先者,對其旗下的四大客戶品牌：“全球通”、“神州行”、“動感地帶”和“G3”的品牌建設(shè)有許多值得借鑒的地方。中國移動如何通過公司品牌的塑造增強市場競爭力,成為企業(yè)能否長久生存的一個重要因素。 本文以品牌營銷管理、企業(yè)戰(zhàn)略管理理論為出發(fā)點,以中國移動品牌戰(zhàn)略作為研究對象,采用對比分析和概括分析等方法,在綜合分析電信業(yè)基本特征及發(fā)展趨勢的基礎(chǔ)上,對中國移動品牌發(fā)展戰(zhàn)略進行了較深入的分析和研究。本文在第一章介紹了中國電信市場的狀況,分析了電信市場競爭的特點,介紹了中國移動通信公司的經(jīng)營規(guī)模和主要業(yè)務(wù)。在第二章中介紹了品牌的涵義及多品牌戰(zhàn)略的相關(guān)理論,分析了中國移動的品牌體系,并對“全球通”、“神州行”、“動感地帶”三大客戶品牌進行了闡述。在第三章結(jié)合中國移動的發(fā)展歷史和經(jīng)營狀況,總結(jié)了中國移動品牌建設(shè)成功的經(jīng)驗。在第四章闡述了電信行業(yè)重組和3G業(yè)務(wù)應(yīng)用的新形勢下中國移動加強品牌建設(shè)的重要性,分析了中國移動品牌建設(shè)過程中存在的問題和不足。在第五章中結(jié)合外部環(huán)境因素和企業(yè)經(jīng)營狀況,在品牌維持、市場細分、品牌整合、品牌提升、品牌聯(lián)合等方面,提出了中國移動品牌建設(shè)的對策。
[Abstract]:Brand, as a tool for consumers or users to memorize commodities, plays an extremely important role in the management of enterprises. Consumers or users form satisfaction with the use of brand products through the brand, and then form consumer experience around the brand. Stored in memory to form the basis for future consumption decisions. Brand has been regarded as a sword for enterprises to participate in market competition, and the voice of "brand management" in enterprise application is also surging. Each enterprise has raised brand management to the height of enterprise strategy. The enterprise regards the brand as the core competitive power to build, the brand is in the enterprise each management factor core. With the rapid development of economic globalization and economic technology, the competition in the field of communication market is becoming more and more intense. The focus of competition among telecom enterprises has shifted from the competition of price, technology and service to the competition of brand. One way to achieve sustainable development in the market is to create strong brands and accumulate brand assets. Brands have become one of the core competitiveness of telecommunications enterprises. In general, the daily brand management of operators presents the characteristics of multi-brand, multi-channel, wide coverage, how to effectively drive the workflow to plan and implement the brand management process. It's very important. China Mobile Communications Group Corporation ("China Mobile") is a publicly owned enterprise company. It was founded in 2000. After nearly 20 years of unremitting development, China Mobile has become the most important component force in the Chinese mobile communication market. Accounting for more than 70% market share, with the world's largest network and customer size, as of September 30th 2008, the assets of more than 8, 100 million yuan, 158,400 employees, Ranked 99th among the world's top 500. As a leader in China's telecommunications market, There are many lessons to be learned from the brand construction of its four major customer brands: GSM, Shenzhou, dynamic Zone and G3. How can China Mobile enhance its market competitiveness through brand building? It is an important factor for enterprises to survive for a long time. This paper takes brand marketing management and enterprise strategy management theory as the starting point, takes China Mobile brand strategy as the research object, and adopts comparative analysis and general analysis methods, on the basis of comprehensive analysis of the basic characteristics and development trend of telecom industry. In the first chapter, the paper introduces the situation of China telecom market, analyzes the characteristics of telecom market competition. This paper introduces the business scale and main business of China Mobile Communication Company. In the second chapter, it introduces the meaning of brand and the related theory of multi-brand strategy, and analyzes the brand system of China Mobile. In the third chapter, three major customer brands of "GSM", "Shenzhou travel" and "dynamic zone" are expounded. In the third chapter, combined with the development history and management situation of China Mobile, This paper summarizes the successful experience of China Mobile brand building. In Chapter 4th, it expounds the importance of China Mobile to strengthen brand construction under the new situation of telecom industry reorganization and 3G business application. This paper analyzes the problems and shortcomings in the process of brand construction of China Mobile. In Chapter 5th, it combines external environmental factors and enterprise management conditions, in the aspects of brand maintenance, market segmentation, brand integration, brand promotion, brand association, and so on. Put forward the countermeasure of brand construction of China Mobile.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F273.2;F626

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