对中国电信服务品牌推广的解析和展望  

Analysis and prospect of Chinese telecommunication service brand popularization

作　　者：刘珊[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2008年第6期82-86,共5页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

摘　　要：为了提炼和保护以往电信服务品牌推广的精髓,使未来电信产业保持健康的品牌竞争,对中国电信服务品牌推广所包含的品牌定位、品牌设计和品牌运用一系列过程进行了分析,并对各环节做了针对性的总结。面对即将来临的3G时代,对中国电信服务品牌推广从新品牌的推广、老品牌的保护及电信服务品牌发展总体原则等方面提出了期望和建议。In order to preserve and protect the essence of telecommunication service band popularization, maintain healthy brand competition of telecommunication industry in the future, this article analyzes the process of Chinese telecommunication service popularization, which comprises brand orientation, brand design, brand expansion, then concludes the feature of each section. Finally, in terms of new brand popularization, old brand protection and the principle of telecommunication service brand development, the article presents the prospect and suggestion to brand competition and development of Chinese telecommunication service in the coming 3G age.

关 键 词：品牌推广 电信服务品牌 3G 号码可携带 

分 类 号：F626[经济管理—产业经济]