文档介绍：学号:S04E。2524l 姓鬈:弼春蔫通箍垒业晶薅建设稿撵摘要本文第一部分阐述了品牌建设的基本理论,包含了品牌建设在企业发展中的地位移作用、品牌建设的基本要求、晶牌建设的关键要素三个方聪,为笔者研究通信企业品薅建设闷题羹定了理论基礁。第二部分进一步拓展开来,把晶牌放置在鳆体的产业、企业环境中,从经济特征、服务特征、技术特征三个角度说明电信企业的撼本特征,以中国移动、中国电信、中国联通的晶髀建设为筑说麓电信企业龉薄建设熊现姨积要求,探讨了电嵇技术演遴、电信垒她发震战略第三部分基于对品牌建设、电信企业品牌建设及电信畿业发展战略的的理论性思考,笔糟展对电信众业品牌建设中忽视品牌内涵、趋同现象嘲显、业务瓤动欠缺三大疰结,避一步对惫痿企业憩品蒜建设提出了强个方面酶建议:鑫薄弱拣群体缨劳、辜富品牌内涵、强化品牌管理、品牌蓠销手段多样化,从而勾画出电信企业品牌建设的基本图景。阐以此作为本文所研究的通信企业品牌理论建设的理论范式和指导。篱隧部分,笔者立足予垂隽的王俸条件帮环境,在详鲴介绍了上海联通盛牌建浚状况,汉此作为笔者澍逯信企监赫牌建设理论磷究虢实鼗校验。扶上海联通的基本情况出发,分阶段阐述丁上海联通品牌状况及建设过程,并把女性品牌“就瀑我”和服务品牌“联通100】O”作为上海联通晶舞建设过程中的探索性经验,对上海联通豹翕肄建设做出了远景甄糍。第五部分,对垒文的总结,搬出了电信企业品牌建设的一些结论性思考。关键词:通信企业蹴牌建设中图分类号:F626 学号:S04E船524l 姓名:岗春雨通信企监品牌建设初探 Abstract The first part of the essay analyzes th8 theory of brand building, which includes status and functions of brand building in enterprise development, basic requirement of brand building and key elements of branding building。 The first part cOnstitutes the theoretical basis of the research of brand buiiding+ The second part of the essay mainly focuses on the appl i cati on of brand building theorV in concrete industry and en Cerprise e11vironment. The basie characters of enterDrise are explained fro翔the aspeets of eeonomie eharacter, service character and techn{que eharaeter. The author uses the examDle ofbrand building of China Mobile,China and China to show the current 8ituations and requirement of brand building in industry and explore the evolution of teleeo秘teehnology and development strategy of teie￡o臻enterpri ses. Inthe third part,on the theorotical basis ofbrand building,its application in telecojll enterprise and development strategy of enterpr{se, the author elaborates the three problems inteleeo|珏enterprise de￥elopment,which are ignorance ofbrand eonnotation, the pheno疆enon orbrand si融ilarity and deficiency inbusiness drive. Four suggestions for brand building are also put forward, which are segmentation of targeting customers, enrich】nent of brand connotatiOn。 enforce豫ent of brand management氆nd