摘要随着移动通信市场竞争的日益白热化，企业竞争的焦点已经逐渐转移到以品牌为核心的无形资产。2009年中国3G牌照的正式下发，中国电信公司通过收购联通的CDMA资产成为中国第三个移动通信服务运营商，并取得了CDMA2000的3G牌照。对于中国电信公司来讲，建立和提升3G品牌价值是企业未来发展的根本，面对中国移动公司在移动市场已率先启动3G品牌战略的前提下，在竞争通讯市场的过程中，业务品牌的塑造是业务推广的关键。3G品牌已经成为了主导运营商的竞争利器，而如何全方位的打造品牌的优势和对消费者的吸引力，则成为了当前和今后一段时期运营商的一项系统工作。本文主要是针对中国电信公司开展3G业务，并对其3G业务品牌的塑造、建设进行分析。结合目前电信企业在市场上的3G品牌竞争情况，着重从品牌的定位、品牌的建设方面进行研究和探讨，最后，为中国电信公司开展全方位3G业务，提出建设优质品牌的构想。关键词：品牌竞争塑造建设ABSTRACTAscompetitioninmobilecommunicationmarketbecomesincreasinglyintense,thecompetitionfocushasgraduallyshiftedtointangibleassets,ofwhichbrandisthecore.Withtheformalissueof3Glicensesin2009,ChinaTelecomhavebecomethe3rdmobilecommunicationserviceproviderandhavegained3GlicenseofCDMA2000throughacquisitionsofChinaUnicom’sCDMAassets.ForChinaTelecom,therootofthefuturecorporativedevelopmentistoestablishandtopromotethebrandingvalueof3G.InthecompetitiveprocessincommunicationmarketandconfrontingChinamobiletakingtheleadinlaunching3Gbrandingstrategiesincommunicationmarket,thekeyforChinaTelecomtopromoteitsbusinessistobuildabrand.3Gbrandinghasbecometheswordforleadingcarriers,andhowtobuildafullrangeofbrandstrengthandconsumerappealhasbecomeasystematicworkatcurrentandforaperiodoftimeinfuture.ThisarticlemainlyfocusonanalysisonChinaTelecom’s3Gbusinessoperation,3Gbusinessbrandinganditsdevelopment.Andbysummarizingthebackgroundofcompetitionsituationof3Gbrandsoftelecomcorporations,ittriestostudyandinvestigatebrandpositioningandbranddevelopmentof3Gbusiness.Lastly,thisarticleprovidessuggestionsondevelopingexcellentqualitybrandforthestartoffullrangeof3GbusinessofChinaTelecom.Keywords：BrandCompetitionSet-upConstruction目录摘要.................................................................IABSTRACT..............................................................II目录...............................................................III前言.................................................................11．3G和品牌的涵义......................................................21．1概念.............................................................21．2内容.............................................................31．3特点.............................................................32．“中国电信”企业的3G品牌现状.......................................52．1中国电信简介.....................................................52．2在3G品牌竞争方面存在的优势......................................52．3在3G品牌塑造过程中存在的劣势....................................63．中国电信“天翼”3G品牌的诞生与建设..................................73．1在3G品牌塑造“三个转变”过程中诞生的中国电信3G品牌“天翼”.....73．3品牌整合产业价值链...............................................83．4创服务品牌赢得用户信赖...........................................93．5让“天翼”3G品牌与客户形影不离，一生相随........................103．6在品牌建设过程中不断提升客户对服务价值的认知....................103．6．1要以无线宽带数据业务为契机建设业务“天翼”3G品牌...........103．6．2...
