电信品牌建设问题研究

A research on the problem of building telecom brand

随着经济全球化和经济技术的快速发展,通信市场领域的竞争越来越激烈,品牌建设成为运营商提升竞争力的重要砝码。本文在分析电信品牌特殊性的基础上,认为电信品牌的建设应当与消费者的需求区别对应;既要考虑高端需求,更要重视中低端的需求;进行具有本地特色的、差异化的品牌建设。

With the rapid development of economy ＆ technology and globalization of economy, the competition in the market of ICT （Information and Communication Technology） becomes more and more dramatic, building brand is the most important thing for operators to promote competition. On the basis of analyzing the characteristic of the telecom brand, this paper discusses the problems being paid attention to in building brand： building of telecom brand must correspond to the demand of customers, including the basic business demand as well as the advanced demand; building local and differentiated brand.