广西广电网络公司的品牌建设策略

On the Brand Building Strategies of Guangxi Radio and TV Network Corporation

在宽带互联网业务领域,广西广电网络公司由于起步较晚,在市场份额、产品质量、用户口碑及忠诚度等方面与其他三大运营商有一定差距。该文在对比分析广西广电网络公司与其他三大运营商在品牌建设的优势与劣势的基础上,认为广西广电网络公司应发挥自身在视频制作、推广、播出上已有的优势,打造"视频+互联网"品牌战略,与三大运营商形成差异化竞争。

When it comes to the broadband service, comparing with the other competitors,Guangxi radio and television network corporation is vulnerable in market share, productquality and the public-praise and loyalty of users because of its late start. On the basisof analyzing the advantages and disadvantages of Guangxi radio and television networkcorporation in brand building, this paper holds a view that Guangxi radio and televisionnetwork corporation needs to take its conventional advantages of making, promotingand playing videos to form the “Video ＋ Internet” strategy, so that it can make differentcompetition with the other competitors.