中国电信“天翼”品牌资产建立策略研究

Research on the Brand Asset Establishment of China Telecom's "e-surfing"

中国电信"天翼"品牌凭借低价策略迅速扩大了移动用户规模。"低资费"也成为消费者选择"天翼"的主要原因。然而,"低资费"的品牌联想极可能对"天翼"基于顾客的品牌资产创建带来负面影响。本文以品牌资产金字塔模型为基础,分析了"天翼"基于顾客的品牌资产现状,并相应提出了"天翼"基于顾客的品牌资产建立策略。

＂e-surfing＂ has been obtaining a great market share of mobile subscribers for the low-price strategy,and low-price has also been the main reason why users choose China Telecom.However,from the point of brand asset basing on customers,the negative brand association of low price could have some negative influence on the establishment of ＂e-surfing＂ brand asset.This article,based on the pyramid model of brand asset,anylized the present situation of ＂e-surfing＂ brand asset,and addressed several strategies on establishing ＂e-surfing＂ brand asset.