摘 要 电信业新一轮重组后摘 要 电信业新一轮重组后.doc

摘 要 电信业新一轮重组后，形成了中国电信、中国移动、中国联通三家全业务运 营商。他们的经营范围及区域和业务，都站到了同一起跑线上。中国电信的“天 翼”以“互联网手机”为卖点，借助立体造势以及各级分支机构的联动推广，在 品牌推广上获得了空前的成功。3G 面世至今，已经有了一个初步的发展，目前， 市场上的3G 品牌有电信的“天翼” 、移动的“G3” 、联通的“沃！ ”形成三足鼎立 的势态。 虽然“天翼”品牌发展至今已有不小成就，但就整体而言依然有很多问题和 隐患。本文基于品牌营销相关理论，如品牌的内涵，品牌的人格化等理论，通过 分析“天翼”品牌的发展历程，品牌的设计，定位，差异化，宣传等策略及出现 的问题，提出了统一品牌形象，实施差异化策略，准 确品牌定位，加强品牌宣传 等相应的对策。关键词：品牌营销 中国电信 天翼 The practice and thought of telecommunication “e Surfing” Surfing” brandAbstract ：After a new round of restructuring the telecommunications industry, formed China Telecom, China Mobile, China Unicom three full-service operators. Through a new round of restructuring, operating range of the three major carriers, including regional and business seems to be the same. China Telecom “wing” to “Internet phone”as a selling point, campaigned with the stereo and the linkage of branches at all levels to promote, on the brand has achieved unprecedented success. 3G released to date, already has a preliminary development, at present, 3G brands on the market of telecommunication “e surfing” move the “G3” China Unicom, , , “W!”.Formation of close to three forces. Although the “wing” brand development to date has had no small achievement, but as a whole is still a lot of problems and risks. This paper analyses “e surfing” problems in brand development, has made several improvements, and communications 3G brand in the market at this stage some of his proposals were made.Keywords: Brand marketing, China Telecom, e surfing brand Keywords目录一、品牌营销相关理论综述............................................ 1 （一）品牌的内涵 ............................................. 1 （二）品牌竞争力 ............................................. 1 （三）品牌的人格化............................................... 1 （四）现代品牌理论 ........................................... 2 二、中国电信的发展历程 .......................................... 3 （一）电信发展历程............................................... 3 （二）天翼品牌介绍 ........................................... 3 三、天翼品牌策略的现状分析 ..