中國移動企業(yè)品牌戰(zhàn)略的探討.pdf

1、北京郵電大學(xué)碩士學(xué)位論文中國移動企業(yè)品牌戰(zhàn)略的探討姓名：白平申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：林齊寧20060605箍2亟基絲囂jB基鰹蟲態(tài)堂亟堂焦監(jiān)室THEDISCUSS10N0FTHEENTERPRISETRADEMARKSTRATEGY0FCHINAMOBILEABSTRACTNowthemarketgenerallayoutoftheserviceindustryofmobilecommunicationofourcou

2、ntryisduopoly(ChinaMobileandChinaUnicom)，butalongwithgovernment3Gbrandsthegrantthatshines，ChinaTelecomandChinaNetcom，thetelecommunicationsoperatorofstrengthcanenterthemarketofmobilecommunicationcompetitionwillbemoreinten

3、seTrademarkcompetitionabilityistheexpressionofanationalcomprehensivestrength’’ChinaMobile”willsubsistinintensecompetitiveenvironmenttodevelopimplementingtrademarkstrategylookveryimportantEachbigoperatorwinscustomerforwin

4、ingincut—throatcompetitionandbeingseekingthemethodthatdiscrepancymeltsThecommunicationofChinaMobileHavearisenfollowingcharacteristic：Usermaintainssteadyincrease，annualabsoluteincrementbeginstotendtopostpone；Mobilecommuni

5、cationjustmixestogetherstepbystepforfixingthereplacingincreasinglyobvious，twomarketsofcommunication，isunifinicationmarket；ThesaleoftelephonetrafficismadeItismorerapidthatMOUshowsthetendencyoffastrisingsincecomprehensivec

6、apitalcostdecreasesspeed，ARPUvalueisstillslowtodrop；Takeintoincreasesteadily，movetheincomeproportionraisingofnewbusiness，itisgoodtodevelopimpetus；Midwestdevelopmentismorerapid，butincreasedcenterisstillineast；Thispaperwor

7、thsunderabovebackgroundfromtheindustrialpresentsituationofChinaMobileanddevelopmenttendencytheimportantpositionofanalyzingtrademarkconstructionintelecommunicationsoperationandit，andpointsouttoimplementthemeaningoftradema

8、rkstrategy；From”ChinaMobile”，implementtheanalysisoftrademarkstrategicbackgroundtostartwith，pointoutthepresentexistentproblemintrademarkconstructionof”ChinaMobile”，findout”ChinaMobile”toimplementchannelandthemethodoftrade