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题目中国电信天翼的品牌策略研究学号学生姓名指导教师摘要1电信业新一轮重组后，形成了中国电信、中国移动、中国联通三家全业务运营商。通过新一轮重组，三家主要运营商的经营范围，包括区域和业务，似乎都站到了同一个起跑线。4G大战，品牌先行。中国电信的“天翼”以“互联网手机”为卖点，借助立体造势以及各级分支机构的联动推广，在品牌推广上获得了空前的成功。随着4G业务的不断发展，4G业务的个性化、差异化、人性化将会越来越明显，公众用户的业务需求也会趋向于专业化。3G面世至今，已经有了一个初步的发展，目前，市场上的4G品牌有电信的“天翼”、移动的“4G”、联通的“沃！”形成接近于三足鼎立的势态。虽然“天翼”品牌发展至今已有不小成就，但就整体而言依然有很多问题和隐患。本文通过分析“天翼”品牌发展中出现的问题，做出了几点改进策略，并对现阶段通信市场上的3G品牌培育提出了自己的一些建议。关键词：天翼，品牌策略，品牌培育AbstractAfteranewroundofrestructuringofthetelecommunicationsindustry,formedaChinaTelecom,ChinaMobile,ChinaUnicomthreefull-servicecarriers.Throughanewroundofrestructuring,threemajorcarriersoperatingrange,includingregionalandbusiness,seemtopointtothesamestartingline.3GWorldWar,thebrandfirst.ChinaTelecom's"WirelessLAN"to"Internetphone"asasellingpoint,withthree-dimensionalmomentumandbranchesatalllevelsoflinkagepromotion,brandpromotionwasahuge2success.Withthecontinuousdevelopmentof3Gservices,3Gservicepersonalization,differentiation,humanwillbemoreandmoreobvious,publicuserswilltendtobespecializedbusinessneeds.3Glaunchdate,hasmadeapreliminarydevelopment,atpresent,themarket's3Gtelecombrandof"esurfing"moving"G3",Unicom's"Wo!"Closetothethreepillarsoftheformationofamomentum.Althoughthe"esurfing"brandhasbeennosmallachievement,butonthewhole,therearestillmanyproblemsandhiddendangers.Byanalyzingthe"esurfing"branddevelopmentproblems,madeseveralimprovementstrategies,andatthisstageof3Gtelecommunicationsmarket,branddevelopmentputforwardtheirownsuggestions.Keywords:esurfing,brandstrategy,brandcultivation摘要.........................................................................2Abstract......................................................................3一、企业品牌与品牌管理.......................................................5（一）品牌的内涵.........................................................5（二）品牌竞争力.........................................................5二、中国电信的发展历程.......................................................5（一）电信发展历程.......................................................5（二）天翼品牌介绍.......................................................6三、天翼的品牌策略...........................................................6（一）天翼的品牌设计.....................................................6（二）天翼的品牌定位.....................................................7（三）天翼的品牌架构.....................................................7（四）天翼的品牌宣传.....................................................8四、天翼的品牌优劣分析.......................................................83（一）天翼的品牌竞争优势.................................................81、终端方面。........................................................82、业务方面。........................................................93、用户方面。........................................................9（二）天翼品牌存在的问题与隐患..........................................101、中国电信品牌...