【作者】 余中星；

【导师】 夏洪胜；

【作者基本信息】 暨南大学 ， 企业管理， 2009， 博士

【摘要】 由于移动通信技术更新换代加快,从模拟到2G再到3G演进更迭中,以制式功能为竞争诉求的品牌,因技术淘汰而过早退出市场;另一方面,因市场竞争日趋激烈,网络技术、服务、价格终将趋同化或同质化,特别到了3G时代,为增强客户对品牌忠诚度和归属感,在全业务竞争形势下,因文化具有传承性和不可模仿,构建品牌文化,以此建立移动通信运营产品品牌的核心竞争力,具有重要的意义。本文通过理论和实证研究:一、得出了移动通信运营商产品品牌文化的亲情因子、事业因子、个性因子和经济因子共四个维度。二、提出了按这四个维度对移动通信产品品牌进行文化构建,增强品牌的忠诚度和归属感;提升品牌竞争力和抗风险能力。三、基于品牌文化的四个维度,提出建立一个适应品牌文化的全新的服务营销模式—集束营销。四、研究启示,品牌文化才是移动通信运营产品品牌的核心竞争力。更多还原

【Abstract】 Due to the result of mobile communication technology accelerated, from analog technology to 2G and to 3G , some brands withdraw from the market,lossing of technical superiority in the competition. On the other hand, in the increasingly fierce market competition, net work technology, services quality and price will being getting to the situation of no difference, especially in the 3G era. To enhance customer brand loyalty and a sense of belonging in the whole business situation, building a brand culture for its heritage transmission and not being copied, as mobile services company establish the core value of brand competition , is of great importance.In this paper, through the oretical and empirical research: first, to draw out from the the brand culture of family factors, business factors, personality factors and economic factors forming the four dimensions. Second, put forward by the four dimensions of mobile communication culture to build brand and enhance brand loyalty and a sense of belonging; brand competitiveness and ability to resist risks. Third, based on the four dimensions of brand culture, the establishment of a culture to adapt to the brand new model of service marketing - marketing cluster. Fourth, the research showing, brand culture is the core of brand competitiveness.更多还原