论文部分内容阅读
随着中国加入WTO和电信市场的成长,竞争变得日益激烈。从长远来看,竞争的重心最终会从价格和服务转移到品牌上来。而中国移动旗下的品牌虽然有一定的知名度和影响力,但还是存在诸多的问题,如:缺乏品牌价值的认知和理解、品牌结构不合理、细分标准不一致等。针对这些问题,中国移动应该加强对品牌的认知、优化品牌结构、严格细分市场,只有这样才能建立合理的品牌体系,在竞争中立于不败之地!
With China’s accession to the WTO and the growth of the telecommunications market, competition has become increasingly fierce. In the long run, the focus of competition will eventually shift from price and service to brand name. Although the brand of China Mobile has certain popularity and influence, there are still many problems such as the lack of awareness and understanding of brand value, unreasonable brand structure and inconsistent subdivision standards. In response to these issues, China Mobile should strengthen the brand awareness, optimize the brand structure, strictly market segments, the only way to establish a reasonable brand system, in an invincible position in the competition!