联系我们

论文查询结果	返回搜索

论文编号：	6268
作者编号：	2220101053
上传时间：	2014/6/6 17:23:17
中文题目：	北京电信“天翼领航”品牌管理研究
英文题目：	Research on Brand Management of Beijing Telecom “E Surfing Navigator”
指导老师：	周建
中文关键字：	品牌管理 中小企业信息化 电信运营商 管理模式
英文关键字：	Brand; Brand Management; Informatization of Small and Medium-Size Enterprises; Telecom Operator; Management Mode
中文摘要：	在市场竞争的大背景下，品牌越来越成为影响消费者购买选择的重要因素，品牌的营销传播作为市场竞争的重要手段，开始引起电信业的普遍关注。电信业已经进入了品牌竞争的时代，电信运营商们开始意识到，要想在激烈的市场竞争中取胜，就要以客户利益为导向实现品牌聚焦，从产品经营向品牌经营转型，建立起能被消费者广泛接受的差异化品牌，通过营销管理树立品牌形象、提高品牌知名度，不断提升差异优势。本文首先从品牌管理的角度，针对“天翼领航”这一面向中小企业信息化市场的客户品牌进行分析，明确论文的研究背景、研究目的及思路。其次对北京电信的品牌现状了阐述包括北京电信目前的品牌架构情况，以及 “天翼领航”这一针对中小企业信息化领域的客户品牌的详细情况。之后围绕北京电信“天翼领航”品牌管理模式进行分析，介绍了北京电信“天翼领航”的品牌营销策略，以及北京电信“天翼领航”品牌的运营模式，并分别运用SWOT分析、波特五力模型对“天翼领航”品牌管理模式进行了分析与研究。在本文的最后，针对目前“天翼领航”品牌管理存在的问题进行探讨分析，并在此基础上，进一步作出相应的改进建议，为未来的品牌传播工作提供一些借鉴。本文的核心内容是对北京电信在中小企业信息化市场运营现状和“天翼领航”的品牌管理进行分析，希望相关结论对今后北京电信运营企业在此领域的品牌管理工作，提供一些有益的参考。
英文摘要：	Under the overall background of market competition, brank has increasingly become an important factor affecting the purchase choice of customers. The marketing dissemination of brand starts to attract general attention of telecom industry as a significant means of market competition. The telecom industry has entered an era of brand competition, and the operators of telecom begin to realize that: the brand focus should be achieved by the orientation of customers’ benefits to win in the fierce market competition, the transformation from product management towards brand management should be made to build differentiated brand that can be widely accepted by clients, and brand image should be built and the brand reputation should be improved through marketing management to enhance the differentiated advantages constantly. Firstly, from the perspective of brand management, the paper analyzes the customer brand of “E Surfing Navigator” which is oriented at informatization market of Small and Medium-Size Enterprises (SMEs), and pinpoints the research background, objective and idea of the paper. Secondly, the current brand situation of Beijing Telecom is elaborated, which includes the current brand structure of Beijing Telecom and detailed information of “E Surfing Navigator” which is a customer brand oriented at informatization field of SMEs. Next, the brand management mode of Beijing Telecom “E Surfing Navigator” is analyzed, its brand marketing strategy and operation mode are introduced, SWOT analysis and Michael Porter’s Five Forces Model are used respectively to analyze and study its brand management mode. Finally, the existing problems in brand management of “E Surfing Navigator” are discussed and analyzed, and on such basis, corresponding improvement proposals are further given to provide some reference for the future brank dissemination work. The core of the paper is to analyze the operation status of Beijing Telecom on SMEs informatization market and the brank management of “E Surfing Navigator”, with the aim that relevant conclusions can provide Beijing Telecom operation enterprises with some beneficial reference for the future brand management work in this field.
查看全文：	预览  下载(下载需要进行登录)