基于SWOT分析的中国电信天翼品牌营销策略
毕业论文关键字：中国电信; 天翼; 品牌营销
Marketing Strategy of China Telecom Tianyi Brand Based on SWOT Analysis
Abstract: China Telecommuter is one of the three operators of mobile services, China Telecommuter As the traditional fixed-line operators, for the first time to enter the field of mobile communications. Especially in December 2008 formally established "Tianyi" brand after surfing brand positioning as high end, emphasizing the concept of the Internet phone. "Tianyi" As the first Chinese to get involved in telecommunications marketing brand's first mobile communications, the process of building their brand and marketing strategy with a typical representative. Application Research China Telecommuter Tianyi brand concept marketing, brand marketing, brand marketing strategy, analysis of current development of China Telecommuter Tianyi brand, combined with the inadequacies of the current China Telecommuter Tianyi brand, analyzes China Telecommuter Tianyi brand marketing advantage, weaknesses, external opportunities and external threats, SWOT analysis, China Telecommuter Tianyi re-branding brand image, brand portfolio and extension strategy, improve customer loyalty, promote brand communication strategy.
Keywords: China Telecommuter; Tianyi; Brand marketing
目 录
摘 要 1
Abstract 1
一、品牌营销理论概述 2
（一）营销的概念 2
（二）品牌营销的概念 2
（三）品牌营销策略 3
二、中国电信天翼品牌发展现状分析 3
（一）中国电信品牌概况 3
（二）天翼品牌发展现状分析 3
三、中国电信天翼品牌营销SWOT分析 4
（一）优势分析 4
（二）劣势分析 5
（三）外部机会分析 5
（四）外部威胁分析 6
（五）天翼品牌的SWOT矩阵分析 6
四、基于SWOT分析的中国电信天翼品牌营销策略 7
（一）围绕品牌定位重塑品牌形象 7
（二）实施品牌组合战略 8
（三）实施品牌延伸，提高顾客忠诚度 9
（四）促进天翼的品牌传播 10
参考文献 13
致谢 14
基于SWOT分析的中国电信天翼品牌营销策略
前言
中国电信作为传统的固网运营商。初次进入移动通信领域，过去如何深刻的体验，在电信运营商，和内在的巨大的人力，材料，金融资源，和丰富的客户资源，转变为其在3G市场上的有利资源，对于中国电信来说是一个巨大的挑战。于是，在当前情况下，对天翼品牌的营销策略进行研究关于中国电信来讲拥有重要的现实意义。
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