三足鼎立如何突围?——品牌关系助力中国电信天翼品牌突围

中国电信业三足鼎立,天翼品牌必须提升品牌关系,加强消费者与品牌之间的互动,从而建立长久的竞争优势.本文首先概述了品牌关系的概念和模型,分析了天翼品牌关系建设的问题,最后提出了天翼品牌关系建设策略.     

中国电信年轻品牌天翼“飞Young”正式启航

＂我宣布,2012年3月1日,中国电信年轻品牌天翼飞Young正式启航!＂中国电信集团公司副总经理张晨霜话音刚落,天翼飞Young的LOGO灯骤然亮起,一个将和亿万人的生活密切关联的品牌,就此炫亮诞生!     

“天翼”如何承载中电信移动互联的光荣与梦想

岁末年初,因为中国电信一个名叫＂天翼＂的品牌,一度因重组而沉寂一时的电信市场突然间热闹起来了。首期高达1.2亿元的广告资金,人气明星邓超的煽情渲染,电视、纸媒、网络、电梯、户外广告的立体造势,集团、省、市3级公司的联动推广,让＂天翼＂在品牌推广上获得了空前的成功，189这个神奇的数字在不到两个月的时间内迅速走红。     

移动通信品牌资产评估模型构建及应用分析

文章根据国内外品牌资产相关理论,通过对移动客户实际数据调研,采用结构方程模型方法,构建了基于客户的移动通信品牌资产评估模型,并探讨了模型在运营商品牌建设中的实际应用,为提升品牌资产提出了策略建议。     

顾客资产--移动通信企业成功的关键

本文根据顾客资产管理理论，初步探讨了价值资产、品牌资产、关系资产对移动通信企业顾客资产的影响，并对移动通信企业如何改进营销和工作，增加顾客资产，提出了一些建议。     

“天翼”杂谈

2008年12月20日,中国电信终于如愿以偿地拿到了移动电话的经营权,这仿佛预示着电信大展拳脚的时机到了。但从这几个月的发展来看,电信“天翼”却似乎走进了一个雷声大雨点小的尴尬境地,客户发展不如预期,天翼品牌的认知度不高,高端品牌的定位越来越向低端客户群体倾斜。一时间电信本身和天翼客户都有些迷茫。“天翼”,这个电信寄予厚望的品牌怎么了？“天翼”这个电信推出的C网高端品牌怎么了？     

中国电信“天翼”品牌宣传的三大不妥

中国电信用1100亿元的代价获得了期待多年的移动牌照,在短期内快速完成数千万C网用户的迁移,还拿出1.2亿元的广告费推广＂天翼＂品牌（《电信放号189攻势凶猛中移动客户遭抢疲于应对》,＂产业＂,2009年2月5日）。     

“三只松鼠”——网络原创品牌塑造策略分析

随着网购平台的竞争由“价格”转为“品牌”,以及传统大牌纷纷加码电商,网络原创品牌原先爆发式的增长优势已经不太明显。如何使品牌可持续发展,打造品牌持久竞争力,获取品牌忠诚度是需要关注的重点。文章针对网络原创品牌塑造现状分析,基于顾客体验、品牌建设模式,以三只松鼠为例分析了品牌塑造策略的四个方面：品牌定位、品牌形象建设、品牌传播、品牌维护。     

品牌关系 助力中国电信天翼品牌突围

中国电信业三足鼎立,天翼品牌必须提升品牌关系,加强消费者与品牌之间的互动,从而建立长久的竞争优势。在目前的移动通信业务竞争中,中国移动凭借良好的品牌形象和消费者口碑牢牢占据领先地位;中国联通不断优化通信网络,提高服务质量,上升势头明显;而中国电信的移动通信业务基础薄弱,价格战给企业短暂的收益却无法实现企业的可持续发展。面对如此激烈的市场竞争和不利的竞争地位,中国电信天翼品牌该如何突破重围?从品牌关系视角审视天翼品牌问题在移动通信技术不断完善,资费价格不断降低,产品日益同质化的今天,品牌是给企业带来溢价     

中国电信“天翼e家”品牌上市 统一账号接入

中国电信宣布,专为家庭客户打造的"天翼e家"品牌上市,新品牌将实现宽带、天翼3G、WiFi等业务捆绑,并统一账号接入。所谓统一账号接入即手机号就是上网号(3G、WLAN、有线宽带),邮箱号,也是天翼视讯、爱音乐、     

互联网视域下基于人格的品牌原型类别化研究(英文)

Due to the rapid development,Internet has become the main field for brand building.Under this circumstance,the image of the brand is always consistent with the consumers' perception.Therefore,this study uses the method of text mining of search engine to explore the categories of brand archetype based on Brand Personality Theory from the perspective of Internet.The results find that 12 brand archetypes,including caregiver,sage,hero,innocent,dominator,creator,vitality,explorer,stylish woman,lover,cooperator,and vogue gentleman,have a high degree explanation.Deeper study uses case study to verify the reasonability and effectiveness of the classification standard.     

企业品牌的开发与保护战略

分析了现阶段我国企业品牌存在的问题，阐述了企业的品牌开发要与企业品牌的保护相结合的关系，指出了企业品牌的保护战略要贯穿于企业的经营与管理方面，更重要的是需要强制性的法律的保护，同时也离不开政府的政策支持。     

The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities

With the advent of interactive Web 2.0 (and beyond) technologies, the role of consumer brand engagement (CBE), which focuses on the consumer’s investment in their brand interactions, is of rapidly growing importance. Despite growing recognition of CBE’s importance in virtual brand communities, empirically-derived insight into its drivers, dynamics, and outcomes remains limited, as investigated in this study. Responding to this gap, we explore the effect of consumers’ brand community identification and reward on CBE, which we posit to subsequently affect brand loyalty. To investigate our hypotheses, we conducted a survey with 602 Facebook users. Our structural equation modeling results reveal brand community identification’s and reward’s positive effect on CBE, and a positive effect of CBE on brand loyalty. In addition, our findings reveal CBE’s partial mediating effect in the association of brand community identification and reward with brand loyalty. Theoretically, our findings further insight into CBE’s virtual community-based dynamics, with a focus on the role of community identification and reward. Practically, our results identify the key role of nurturing virtual community identification and the offering of reward to engage consumers.     

漆膜铭牌制作工艺

文章介绍了一种新铭牌的生产工艺，这种铭牌与零件结合的牢固性、密合性是普通常用铭牌所不可此拟的。     

基于AHP法的电脑品牌选择模糊综合评价

为科学合理地评价常见电脑品牌,提出了基于AHP法的电脑品牌选择模糊综合评价方法。首先利用AHP法将评价目标分成三层,并确定各影响因素的权重系数,然后利用隶属度函数建立单因素评判矩阵,并采用模糊综合评判法构造常见电脑品牌多层次模糊综合评判模型。最后通过实例分析,结果表明应用该方法能够得到可靠、客观的常见电脑品牌评价结果。     

传承与发展:通商品牌培育策略研究

通商精神是南通企业家走出国门、走向世界的重要推动力, 通商品牌是南通企业家形成凝聚力、向心力和 约束力的重要载体。相对于通商实业如火如荼的发展现实, 通商品牌的相关研究滞后很多, 这与江苏“三 强两高”文化强省的战略目标相违背。针对通商品牌的培育问题进行分析与研究, 探索通商品牌传承与培 育的实施路径, 让人们能更直观地感受这一文化基因的魅力, 有利于助推南通经济社会的转型升级和跨越 发展。     

电视产业化背景中电视栏目的品牌战略

全球电视产业的全方位竞争格局正在形成,在这一背景中,作为电视台的内容生产单位,电视栏目的品牌建构显得越来越重要。在简要梳理产业化行进中中国电视栏目现状的基础上,对电视栏目的品牌化价值作了分析,并进一步探讨了电视栏目的品牌战略运作。     

Brand feedback to negative eWOM messages: Effects of stability and controllability of problem causes on brand attitudes and purchase intentions

Research has shown negative product reviews or electronic word-of-mouth (eWOM) negatively influence consumers’ attitudes and behaviors. However, research has paid less attention to consumers’ information processing of negative eWOM in the presence of brands’ public response, or brand feedback. Findings from a between-subjects experiment indicate brand feedback can make the biggest impact on visiting consumers when addressing a brand-controlled and short-term problem. This suggests brand feedback cannot replace long-term quality considerations. The study contributes to our understanding of effects of online brand contributions and eWOM messages, and provides managerial suggestions about strategizing posting of brand feedback in an eWOM space.     

The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm

The advent of interactive digital platforms has led people to progressively interact on such platforms, urging organizations to create online communities to engage customers with them and with each other to enhance brand loyalty. This study attempts to investigate what motivates customers to engage in these brand communities. Through a questionnaire survey of 430 Facebook users, this study investigates whether and how the unique characteristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer engagement. The consequent effect of customer engagement on brand loyalty is also examined. This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender. The Stimulus-Organism-Response paradigm is solicited to justify the theoretical background of this study. The data were analyzed using structure equation modelling. Results reveal that each of the characteristics positively influences customer engagement, with information quality and virtual interactivity bearing the strongest influence. Customer engagement also exhibits a strong positive impact on brand loyalty. This results further reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.     

以客户为中心的产品化设计--"动感地带"品牌的创建

2001年11月21日,中国移动在广东率先推出了面向年轻客户群体的全新品牌--"动感地带",从而拉开了全面开展品牌建设的序幕."动感地带"品牌的诞生,既是激烈市场竞争的产物,同时也是中国电信运营商从传统的基本电信服务提供商向面向客户的、以客户为中心的全面信息运营商转型的一个重要标志.本文尝试从"动感地带"品牌创建的过程、品牌4P设计、品牌建设与运营等方面,对"动感地带"品牌的发展做一个简要的介绍.