中国电信品牌战略浅析

China Telecom Brand Strategy Analysed

近年来,中国电信、中国移动、中国联通等电信运营商都在加紧品牌建设,并围绕品牌展开强大攻势。随着3G牌照的发放,中国电信如何在品牌和市场的博弈中发挥自身优势占得先机实行品牌战略及如何建设和发展新品牌成为其重组后面临的现实性问题。重组后的中国电信具有品牌、规模、客户资源等优势,但也存在资金短缺、品牌缺乏内涵等劣势,这对于中国电信来讲是威胁也是机遇。中国电信可以通过丰富品牌内涵,提升品牌价值,加快业务捆绑策略,细分目标市场,制定行业规范标准,发挥政府监督职能等方面加强品牌战略创新。

During recent years,the three operators such as China Telecom,China Mobile and China Unicom have been strengthening their brand construction.With the issue of 3G license,it is a great challenge for China Telecom to make full use of its advantages,take the advantage to carry out the brand strategy,and construct and maintain the new brand after its recombination.The recombined China Telecom has some disadvantages such as the short monetary flow and shallow brand intension as well as advantages,such as brand,scale,and customer resources etc.It is facing both opportunities and challenges.Therefore China Telecom has to enrich its brand intension,improve its brand value and have new brand innovation.