摘要
在纷繁复杂的移动通信市场竞争中，价格竞争曾经被奉为法宝。各个通信运营商曾经为了竞争而大打价格战，但经过一系列的价格战之后，运营商们渐渐地认识到了价格战的危害，开始走出价格战的漩涡，逐步转向品牌竞争。因此，目前电信业的竞争已从原来简单的价格竞争转换为包含品牌、服务在内的综合竞争。随着电信业的不断快速发展，电信市场的竞争日趋白热化，在消费电信产品时，广大的消费者有了更多的选择权，如何建立客户对电信品牌的忠诚，提高电信品牌的核心竞争力，成为山东联通等电信企业不得不考虑的重要课题。
本文以品牌、竞争优势、核心竞争力和品牌竞争力理论为出发点，在综合分析电信业基本特征及竞争特点、移动通信行业特点及发展趋势的基础上，通过对山东联通品牌发展历程、与竞争对手品牌的深入比较分析，挖掘出山东联通在品牌建设及管理上存在的问题和不足，构建了山东联通品牌竞争力提升策略模型，从战略规划层面和战术执行层面分别提出了五大战略方向和六大竞争策略，并对下一步移动通信品牌未来的发展趋势进行了展望。
关键词:山东联通; 品牌;核心竞争力
Abstract
In the complex market competition of mobile communication, the price competition was presented once for the magic weapon. Each correspondence operator hit the price war greatly once in order to compete, but after a series of price wars, the operators realized gradually the harm of price war and started to go out the price war, changed the brand competition step by step. Therefore, the telecommunication industry competition transformed at present from the original simple price competition to the brand competition and service competition. With the development fast unceasingly of the telecommunication industry, the telecommunication market's competition turns red-hot day by day, when they use the telecommunication product, the consumers have more options, how to establish the
telecommunication brand loyaaty of the customer and enhance the core competencies of the telecommunication brand, becomes an important topic which telecommunication enterprises and so on Shandong Unicorn have to consider.
This article takes the brand, the competitive advantage,the core competencies theory and brand competitive power as a starting point, in the generalized analysis for the telecommunication profession essential feature and the competition characteristicthe mobile communication profession characteristic and the trend of development's foundation, then analyzes the Shandong Unicorn brand development process and the competitor brand's thorough comparative analysis.On this basis,it comes up the question and insufficiency existed of Shandong Unicorn in the brand construction and the management and constructs the Shandong Unicorn brand competencies promotion strategy model, then proposes five grand strategy directions and six competition strategies separately from the strategic plan and the tactical execution.The end,it carrys on the forecast to later trend of development of mobile communication brand in the future.
Key words:Shandong Unicom,brand, core competencies
目录
第一章绪论
1. 1山东联通简介
1. 2研究的背景
1. 3研究思路及方法
1. 4论文结构
第二章理论综述
2. 1品牌理论
2. 2竞争优势理论
2. 3核心竞争力理论
2. 4品牌竞争力理论
第三章电信行业分析
3. 1电信行业的基本特征
3. 2现代电信行业的竟争特点
3. 2. 1资本密集驱动的寡占竞争性
3. 2. 2资源积累的速度竞争性
3. 2. 3专业能力整合基础上的高附加值竞争
3. 3我国移动通信行业特点和发展趋势分析
3. 3. 1产业持续高速增长
3. 3. 2技术向宽带化演进
3. 3. 3网络向扁平化发展
3. 3. 4应用向多元化创新
3. 4未来我国移动运营市场展望
3. 4. 1 2007年移动通信市场回顾
3.4.2未来移动运营市场展望
第四章山东联通品牌建设现状及存在的问题分析
4. 1国际电信运营商品牌发展的特点
4. 2山东联通品牌建设现状
4. 2. 1山东联通品牌建设历程
4.4.2山东联通现有品牌体系
4.2.3山东联通与山东移动等品牌比较分析
4. 2. 4山东联通SWOT分析
4. 3山东联通品牌建设存在的问题分析
4. 3. 1山东联通品牌建设存在的主要问题
4. 3. 2山东联通品牌问题形成原因分析
