摘要
当前,随着国内电信业完成重组,在3G牌照的发放和三网融合的背景下,中国电信业进入了全业务运营时代,由两家寡头垄断变成三家竞争,竞争进一步加剧。三大运营商目前的品牌体系较为庞大和复杂,且没有推出融合的品牌。在世界电信行业的开放和电信业务的渗透与融合下,国外电信运营商大多通过整合品牌和拓展市场来提高核心竞争力。基于此,通过对国内电信运营商的品牌现状和品牌整合必要性的分析,再借鉴国外运营商品牌整合的成功经验,为三大运营商提出了相应的建议和对策。
At present,the three big telecom operators have reorganized completely.In the background of license of 3G mobile operation releasing and Triple Mix,it means the fierce telecom competition will carry on in all business areas.The three big telecom operators＇ current brand system is more massive and complex,and did not launch the brand integration.With the opening up and convergence of telecom services in the world telecommunications industry,foreign telecom operators expanded the market and improved core competitiveness by brand integration.Therefore,after analyzing the current situation and integration necessity of domestic telecom operators＇ brand,this paper gives the development suggestions and tactics from the brand integration experience of foreign telecom operators.
出处
《重庆邮电大学学报（社会科学版）》
2011年第2期66-71,共6页
Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)
关键词
电信运营企业
品牌整合
融合趋势
telecom operator
brand integration
convergence trend
