中國(guó)電信天翼品牌策略研究 市場(chǎng)營(yíng)銷畢業(yè)論文范文

1、題目中國(guó)電信天翼的品牌策略研究學(xué)號(hào)學(xué)生姓名指導(dǎo)教師摘要.........................................................................2一、企業(yè)品牌與品牌管理.......................................................5（一）品牌的內(nèi)涵............................................

2、.............5（二）品牌競(jìng)爭(zhēng)力.........................................................5二、中國(guó)電信的發(fā)展歷程.......................................................5（一）電信發(fā)展歷程.......................................................5（二）天翼品牌介

3、紹.......................................................6三、天翼的品牌策略...........................................................6（一）天翼的品牌設(shè)計(jì).....................................................6（二）天翼的品牌定位....................

4、.................................7（三）天翼的品牌架構(gòu).....................................................7（四）天翼的品牌宣傳.....................................................8四、天翼的品牌優(yōu)劣分析...............................................

5、........8（一）天翼的品牌競(jìng)爭(zhēng)優(yōu)勢(shì).................................................81、終端方面。........................................................82、業(yè)務(wù)方面。........................................................93、用戶方面。..............

6、..........................................9（二）天翼品牌存在的問(wèn)題與隱患..........................................101、中國(guó)電信品牌營(yíng)銷與業(yè)務(wù)營(yíng)銷混淆....................................102、前期定位失準(zhǔn)：互聯(lián)網(wǎng)手機(jī)，消費(fèi)者理解問(wèn)題..........................113、缺少差異化：“互聯(lián)網(wǎng)時(shí)

7、代的移動(dòng)通信”..............................114、揚(yáng)短抑長(zhǎng)：移動(dòng)業(yè)務(wù)經(jīng)驗(yàn)不如另外兩家................................11五、天翼如何“翼”起來(lái)：創(chuàng)新&揚(yáng)長(zhǎng)避短.......................................12（一）全業(yè)務(wù)競(jìng)爭(zhēng)中統(tǒng)一品牌體系..........................................12（二）新、老客戶并

8、重....................................................12（三）品牌差異化........................................................13（四）梳理用戶群.........................................................14六、對(duì)通信行業(yè)品牌培育的啟示..................

9、...............................14（一）3G品牌發(fā)展現(xiàn)狀...................................................14（二）對(duì)于3G品牌發(fā)展的幾點(diǎn)建議.........................................141、要實(shí)現(xiàn)品牌管理的系統(tǒng)化。.........................................152、實(shí)現(xiàn)品牌塑