中國電信3g品牌市場(chǎng)的營銷發(fā)展與研究畢業(yè)論文

1、題目中國電信3G品牌市場(chǎng)的營銷發(fā)展與研究學(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.......................................................4（一）品牌的內(nèi)涵.......................................

2、..................4（二）品牌競(jìng)爭(zhēng)力.........................................................4二、中國電信的發(fā)展歷程.......................................................5（一）電信發(fā)展歷程.......................................................5（二）

3、天翼品牌介紹.......................................................5三、天翼的品牌策略...........................................................5（一）天翼的品牌設(shè)計(jì).....................................................5（二）天翼的品牌定位...............

4、......................................6（三）天翼的品牌架構(gòu).....................................................6（四）天翼的品牌宣傳.....................................................7四、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）天翼品牌存在的問題與隱患..........................................101、中國電信品牌營銷與業(yè)務(wù)營銷混淆....................................102、前期定位失準(zhǔn)：互聯(lián)網(wǎng)手機(jī)，消費(fèi)者理解問題..........................113、缺少差異化：

7、“互聯(lián)網(wǎng)時(shí)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：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

8、、老客戶并重....................................................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、