中国联通“沃”的品牌策略研究（毕业论文）.doc

精品论文 PAGE 2012届专科毕业论文 题 目 中国联通“沃”的品牌策略研究 专 业 市场营销 学生姓名 学 号 年 级 指导教师 2012年05月31日 摘 要 电信业新一轮重组后，形成了中国电信、中国移动、中国联通三家全业务运营商。通过新一轮重组，三家主要运营商的经营范围，包括区域和业务，似乎都站到了同一个起跑线。3G大战，品牌先行。中国联通以“精彩在沃”为卖点，借助立体造势以及各级分支机构的联动推广，在品牌推广上获得了空前的成功。随着3G业务的不断发展，3G业务的个性化、差异化、人性化将会越来越明显，公众用户的业务需求也会趋向于专业化。3G面世至今，已经有了一个初步的发展，目前，市场上的3G品牌有联通的“沃”、移动的“G3”、电信的“天翼”形成接近于三足鼎立的势态。虽然“沃”品牌发展至今已有不小成就，但就整体而言依然有很多问题和隐患。本文通过分析“沃”品牌发展中出现的问题，做出了几点改进策略，并对现阶段通信市场上的3G品牌培育提出了自己的一些建议。 ABSTRACT The telecommunication industry is new round recombine after China Telecom, China Mobile, formed, China Unicom three full-service carriers.Through a new round of restructuring, the three major operators of the products, including regional and business, seem to point to the same starting line.3G wars, the first brand.China Unicom brilliant in the fertile as a selling point, by means of stereo campaign and various branches of the linkage promotion on brand promotion, obtained unprecedented success.With the continuous development of business of 3G, 3G business personalized, differentiated, humanity will be more and more obvious, the public business needs of users will tend to specialization.Since the launch of 3G, have made a preliminary development, at present, the markets 3G brand has a Unicom Wo, G3, mobile telecommunications Tianyi form close to a situation of tripartite confrontation situation.Although Wo brand development has been no small achievement, but on the whole, there are still many problems and hidden dangers.In this paper, through the analysis of Wo brand development problems, made several improvement strategies, and at this stage of 3G telecommunications market, brand cultivation and put forward some suggestions 关键词：精彩在“沃”，品牌策略，品牌培育 TOC \o 1-3 \h \u HYPERLINK \l _Toc27570 摘 要 PAGEREF _To