中国移动公司的多品牌战略研究

范文编号:YX045 范文字数:11324,页数:15 ,附任务书,开题报告,指导记录表

摘 要
 当前，随着新经济时代的来临，市场环境发生了极大的变化，品牌己成为企业占领市场的重要工具。品牌是一个企业的整体形象体现，是一个企业区别于其他企业的识别系统。品牌化经营是近代商品经济发展的必然产物，品牌也在商品经济以及经济全球化的发展过程中成为企业的一种能够参与竞争的特定资本，一种无形的资本。在经济全球化的今天，中国的企业要在全球范围的竞争中生存下去，必须在战略的高度上重视品牌战略。
 同样，通信行业品牌建设无论是对于企业、区域经济，还是对于消费者而言都具有重要的实践意义。它在满足消费需求的多元化、个性化，提高企业竞争力，突破通信业的发展瓶颈以及帮助企业寻求发展途径方面都将发挥举足轻重的作用。因此，研究通信品牌，建设通信品牌都具有重要的实践意义。本文以品牌战略相关理论为指导，以中国移动公司作为研究对象，在对其多品牌战略运营现状分析的基础上，指出了其在发展过程中存在的问题并提出了相应的解决思路。文章最后结合针对中国移动公司的分析对我国通信企业的品牌建设提出了几点粗浅的建议
 
 关键词：多品牌战略，问题，思路，启示
  
    
Abstract
 Presently, along with new economical time's oncoming, the market environment had the enormous change, brand oneself has become the enterprise to seize the market the important tool. The brand is an enterprise's overall image manifests, is an enterprise distinguishes between other enterprise's recognition system. The brand management is the modern times commodity economy development inevitable product, the brand also becomes enterprise's one kind in the commodity economy as well as in the economic globalization developing process to be able to participate in the competition the specific capital, one kind of invisible capital. In economic globalization's today, China's enterprise needs to survive in the global scale competition gets down, must take the brand strategy in the strategic altitude.
 Similarly, correspondence profession brand construction, regardless of regarding enterprise, regional economies, speaking of the consumer has the important practice significance. It is satisfying the consumer demand the multiplication, the personalization, will enhance the enterprise competitive power, the breakthrough communication industry development bottleneck as well as the help enterprise seeks the development approach aspect to play the pivotal role. Therefore,theresearchcorrespondence brand, the construction correspondence brand has the important practice significance. This article take the brand strategy correlation theories as the instruction, takes the object of study by the Chinese Migration Company, to its multi-brand strategy operation present situation analysis's foundation, had pointed out it the question which exists in the developing process and proposed the corresponding solution mentality. The article unified finally in view of the Chinese Migration Company's analysis corresponds enterprise's brand construction to our country to put forward several points shallow proposals
 
 Key  word: Multi-brand strategy, question, mentality, enlightenment
  
 
目 录
摘 要 I
Abstract II
一、品牌战略理论综述 1
（一）品牌的含义 1
（二）品牌战略的含义 1
（三）多品牌战略的含义 2
二、中国移动的多品牌战略分析 3
（一）中国移动的多品牌战略现状 3
（二）中国移动的多品牌战略分析 4
三、中国移动多品牌战略存在的问题及解决方案 5
（一）中国移动多品牌战略存在的问题 5
（二）中国移动多品牌战略解决方案 5
四、中国移动的品牌发展的启示 7
（一）品牌打造企业核心竞争力 7
（二）品牌建设的重要性和必要性 8
（三）如何进行品牌建设 8
五、结束语 9
致谢 10
参考文献 11

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