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论文编号：	858
作者编号：	2120062299
上传时间：	2008/12/9 19:07:01
中文题目：	中国联通基于品牌管理的竞争力提
英文题目：	The Research on the Improvemen
指导老师：	张玉利
中文关键字：	中国联通 品牌战略管理 竞争力
英文关键字：	China Unicom Brand strategy m
中文摘要：	电信业是现代经济中十分重要的基础产业，其发展水平直接关系到整个国民经济的运行效率。从目前我国电信业的格局来看，竞争机制初步形成，运营商的竞争正从产品竞争转向品牌竞争，品牌管理已经受到运营商越来越多的重视，它是各个运营商竞争力的新源泉。因此，中国联通必须加快步伐培养和树立品牌意识，强化品牌管理，建立和提高自身的竞争能力。同时，在内部和其他运营商之间强化竞争机制，促进在竞争中生存发展。 中国联通公司自成立发展以来，业务取得巨大发展，已经成为中国通信行业最大的运营商之一。但随着电信改革和重组，行业环境发生巨大转变，即将形成中国联通、中国移动、中国电信三家共同竞争的格局。目前，电信行业竞争加剧，利润率下降，离网率增加，价格竞争激烈，产品服务同质化，客户忠诚度降低。电信市场应该逐步摆脱传统的单一价格竞争、区域竞争，走向多层次、全领域的竞争，竞争层次也应该以产品竞争提升为以品牌竞争为主的竞争模式。作为中国通信行业的改革先驱，中国联通的发展过程代表了中国移动通信行业和产业的发展过程。因此，中国联通品牌管理对竞争力提升的研究兼具理论意义和务实的指导意义。 本研究从品牌管理的角度出发，运用营销和管理学的一些知识和方法，首先分析了中国通信行业发展与竞争状况，通过对中国联通总体情况的介绍和国内电信行业的特点分析了中国联通在国内电信市场所处的地位和竞争优劣势，在此基础上论述了发展品牌管理对于中国联通的重要战略意义和紧迫性。其次，采用对比法分析了中国联通与中国移动之间的品牌竞争状况，从而分析出中国联通在品牌结构、品牌文化等方面存在的问题。最后，针对存在的问题，从品牌竞争策略调整、品牌定位、品牌文化、品牌资产、品牌关系与品牌延伸管理等方面来阐述提升中国联通的竞争力。 关键字：中国联通 品牌战略管理 竞争力
英文摘要：	Telecommunication is one of the most important basic industry direct relating to the national economy. It's please to see that the competition has been developing in China. the competition between enterprises is turned from sheer products competition to brand competition.Brand management has been paid more and more attentions by enterprises,because of its competitiveness.it is essential for China Unicom to form and enhance competence. China Uincom should quicken the step to train and establish the consciousness of brand,intensify competition mechanism inside and between enterprises,so as to make the enterprises survive from competition and progress in the competition. China Unicom Communication Corporation had got a great development since it is founded. And become one of the biggest company at the China mobile communication-market.With the reconstruction and Reformation of Telecommunication Corporation, the environment communication-market had great changed,and the competition is forming among three companies,China Mobile Communication Corporation, China Telecom Corporation,China Unicom Corporation. With Price become lower, margin profit and the Customer's loyalty descend,the competition of the communication market from the district competition to the multi-factors and whole realms competition;the mode of competition from products to brand. As a leader of the China communication market, the China Unicom Corporation development processions represent development processions of the China communication Industries. Analysis China Unicom Corporation brand marketing Strategies have both theories and practicalities. In the thesis,analysis environment an competitions of the China communication Industries with theories and method of marketing and management.through the introduction to the characteristics of the domestic telecom industry and the total circumstance of China Unicom. In the domestic telecom market,China Unicom has its competitive advantages and weaknesses compared with its competitors.The most important advantage of China Unicom compared with its competitors is the integrated telecom operations.So,China Unicom must have the right strategy for developing brand management .then analysis brand development, brand contracture, brand position, brand marketing of China Mobile Communication Corporation.Analysis brand of China Mobile Communication Corporation and China union Communication Corporation; and conclude the disadvantagesabout brand contracture brand marketing of China Mobile CommunicationCorporation. At last, we give some advices about brand Strategies, brand contracture, brand vision and brand extension, brand mold, brand expand,brand loyalty, brand competition ability. Key words:China Unicom Brand strategy management Competition ability
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