中国联通统一品牌体系亮剑3G

2009年,注定成为中国联通不平凡的一年。这一年,联通获得了WCDMA3G牌照;这一年,联通与网通进行了合并与整合;也是在这一年,联通推出“沃”品牌,开始构建以统一品牌统领所有业务的模式。“沃”品牌体系不仅统领了中国联通的所有业务,同时还覆盖了所有业务的目标群体,为中国联通的3G时代奠定了基础。     

联通3G业务营销的劣势与威胁分析

本文基于目前3G市场的总体发展形势,综观各类移动通信品牌商在3G领域的发展与进步的现状,具体分析联通3G业务的营销现状,综合各品牌商在3G业务上的营销手段与优劣势,对联通3G业务当前的劣势与威胁进行具体分析,力图剖析联通3G业务市场在发展中面临的威胁与劣势,为营销商提供参考。     

联通WCDMA市场定位及其营销策略研究

随着3G业务正式商用,WCDMA面临着越来越激烈的竞争形势。本文对联通WCDMA市场定位进行了分析,同时提出了几点策略性的营销对策,以求对联通WCDMA业务的发展提供一些有用的建议。     

中国联通“沃”品牌前期战略

2009年4月28日,随着联通正式推出3G业务,中国移动通信事业进入3G时代,与此同时,中国电信、移动及联通之间的3G争夺战也拉开大幕。原本在2G时代只有移动和联通分得的蛋糕,如今在中国电信的加入下使得竞争更加激烈。作为最后一个发布3G业务的联通,能否借助3G品牌来一个咸鱼翻身。     

中国移动通讯全球通市场细分与定位

随着几年来中国电信业的重组，和三张3G牌照的发放，给中国电信行业的竞争带来了新的局面，由原来的移动和联通的双寡头竞争变为现在的三足鼎立。中国电信的的天翼品牌为主的互联网手机，联通的沃3G品牌等都对中国移动的全球通品牌带来了严重的市场稀释。这就使得中国移动为了继续保持全球通品牌的优势，中国移动需要对全球排品牌进行重新的市场细分和定位。     

品牌跨越2013——记中国联通新年策划案

"点"引爆、跨媒体、娱乐营销一系列营销创新引领联通品牌的新年跨越。相信我们还记得2009年4月28日,这一天,中国联通发布了全新的全业务品牌"沃"。它是中国联通向3G时代吹响的一支号角,同时也是中国联通全业务经营战略启动的标志。集中国联通全新服务理念和品牌精神的"沃"品牌,也承载了联通人对未来的巨大期许。如何将WCDMA的技术和产业优势,转换为市场和竞争优势,重塑国内移动通信产业格     

3G运营商逐鹿中原

“沃,精彩在沃”……在经历了中国电信天翼、中国移动G3的广告轰炸之后,中国联通终于出手了。4月28日,联通正式发布了其全新业务品牌“沃”,“沃”作为中国联通旗下所有业务的单一品牌发布,其中涵盖了3G业务。继中国移动、中国电信之后,中国联通在刚刚过去的5月17日世界电信日当天正式在全国55个城市启动3G试商用。至此,三大运营商在3G业务上的竞争局面已经形成,3G大战进入“三国鼎立”阶段。     

浅谈如何提升联通营业厅的销售能力

联通自有营业厅是联通公司业务发展、服务的主渠道,为快速提高联通公司业务竞争力和市场份额,推动业务高速高效发展,实现联通市场“三分天下有其一”的目标,联通营业厅以服务为主的功能,逐步转变为以营业厅为基地,拓展销售区域,做到服务和销售并重的转型,为此笔者对联通自有营业厅进行研究,首先分析了提升联通营业厅销售能力的重要性,又重点分析了联通营业厅销售转型存在的问题,紧接着从解放思想、转变观念,严格店长考核、推行店长负责制,持续开展培训、提高销售技能,营业厅布局重新规划、凸显销售功能,转变营销模式、开展体验式营销,做好营业厅宣传、增加厅内销售氛围,深度挖潜、提升单厅产能,开展聚客炒店活动、营造销售氛围,举办竞赛、激发营业员潜能,实行积分管理、调动营业员销售积极性十个方面详细分析了提高营业厅销售能力的措施,对同类联通营业厅的管理有指导能力.随着3G技术的日益成熟,工业和信息化部于2009年为中国移动、中国电信和中国联通分别发放了TD-SCDMA、CDMA2000、WCDMA三张第三代移动通信（3G）牌照,中国进入3G时代.为快速提高联通公司业务竞争力和市场份额,推动业务高速高效发展,联通总部提出了3G市场“三分天下有其一”的目标.为实现这一市场份额,联通公司进行了一系列转型,包括营业厅由“以服务为主的功能,逐步的转变为以营业厅为基地,拓展销售区域,做到服务和销售并重”的转型.4G业务的牌照发放,中国移动、中国联通、中国电信三家通信运营商新一轮的竞争拉开序幕,营业厅是中国联通业务拓展的主渠道,如何在新一轮竞争中发挥联通主渠道的作用,实现营业厅的快速转型,提升联通营业厅的销售能力,是各级联通运营商研究的重要问题.     

观点

3G 近来再次成为争论焦点,各种观点再度重新组合,“胡阚之争”最具代表性。阚凯力认为,中国3G 决策的根本问题,并不在于发牌照的时间,而在于中国是否需要3G。联通的 CDMA1X 已经开通了几乎所有“准3G”业务,但需求小,网络空闲严重。这充分证明目前3G 业务在中国没有市场。按照目前的市场情况看,耗费巨额投资的3G 运营必将导致长期亏损。胡鞍钢则认为:首先,3G 市场开放得越早,开放得越充分,它创造的就业规模就越大;第二,3G 市场开放,可以结束中国电     

人事与关系

联通发布全业务品牌，“沃”涵盖3G业务；奥迪在华成立独立公司；家居巨头联于打造“冠军联盟”；华硕重组业务架构，划分三人事业群；国美与吉奥汽车达成战略合作等。     

对桂林旅游市场营销的探讨

尽管桂林的旅游业取得了辉煌成就,但在实际运作当中,桂林旅游市场的营销理念和模式仍处于相对落后的层次,主要表现在盲目削价竞争,营销短视现象突出,对游客的市场细分工作欠缺,粗放的旅游增长模式与营销观念的滞后,缺乏竞争优势,旅游品牌意识淡薄,旅游信息传递渠道不健全,旅游市场营销科技含量低,旅游形象的塑造和宣传力度不够等方面。应更新旅游营销理念,创新旅游营销组合,完善顾客服务及投诉体系,对旅游形象进行战略性策划。     

桂林城乡双向物流体系建设研究

结合桂林实际,应用现代物流理论,认为现阶段桂林城乡双向物流体系的目标模式就是大力发展第三方物流。为此,依托供销社的网络体系,利用邮政物流的品牌优势和覆盖网络,建立桂林市城乡双向物流体系,全力挖掘第三利润源,打造新的物流价值链。     

大学品牌管理模式探析

文章在分析大学品牌管理的七个基本要素(质量、文化、人才、学术、服务、规范、竞争力)的基础上,构建了大学品牌管理的基本模式,即由三个模块构成:品牌质量管理、品牌系统管理、品牌规范管理;分析了大学品牌管理基本模式的优势。由此结论:大学品牌管理始于质量,而又超越于质量,大学品牌管理须有一套科学的品牌管理模式。     

桂林市白果物流市场问题探析

白果作为桂林的特产之一,它是桂林市主要的经济农作物,每年给桂林的带来了一定的财政收入,对桂林市的经济发展起到了一定的作用。本文主要围绕桂林市白果物流市场存在的运输储存包装等问题进行分析,并找出合理的解决对策,进一步优化桂林市白果物流市场,提高其物流效益。     

Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?

This paper considers corporate brand image, focusing on cognitive and affective brand attributes in the context of business schools. While previous research on university or institutional branding has studied these elements separately via cognitive (e.g., service or educational quality attributes) or affective criteria (personality traits of the corporate brand), this study investigates them jointly through behavioral responses (leading to positive recommendations about the corporate brand). This is important because brand equity such as positive word-of-mouth (or mouse) is derived from both attitudinal components, rather than being based on only one component. Drawing on an empirical survey of postgraduate (MBA) students from four business schools, the findings reveal that both cognitive and affective attitudinal components appear equally important in shaping corporate brand image. Further, when the mediating effect is investigated, interestingly, students' positive recommendations to schools depended largely on the affective (prestigious, adventurous, empathy and competence) rather than upon the cognitive brand attributes. This paper contributes theoretically to the corporate brand and consumer behavior literature by investigating both attitudinal components at a corporate brand level and investigates their effects on behavioral/conative response. The practical contribution of the paper and its managerial implications lie in the context of defining strategy in relation to positioning business schools in an increasingly competitive higher education market.     

Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities

ABSTRACT

Corporate branding is a strategic issue for universities as the global higher education (HE) marketplace is becoming increasingly competitive and there is pressure to differentiate. Yet it is unclear how universities develop and manage brand strategies, and whether they draw upon any meaningful connections to the multiple stakeholders and sub-cultures engaged with a university’s brand. Using qualitative data gathered from an education faculty within an established UK university, this study found the faculty and university had competing brand identities and images. A strong faculty brand emerged co-created through the shared teacher related values of staff and external partners. This study contributes to the brand strategy literature by applying branding concepts to the under-researched HE context and proposing a new, more nuanced brand architecture model not yet reported in the branding literature which more accurately reflects the management of sub and corporate HE brands.     

The moderating effect of brand orientation on inter-firm market orientation and performance

Abstract

While prior research has shown that market and brand orientation are key contributors to successful business performance, research to date has not fully explored how inter firm collaboration for these two key orientations can enhance business performance. The purpose of the paper is to investigate the relationship between inter-firm market and performance; to test for the moderating role of brand orientation in that relationship. A total of 169 completed pairs of surveys were collected of small and medium enterprises operating internationally in a variety of industries in Switzerland. The results show that inter-firm market and brand orientation are two antecedents of marketing and financial performance. The impact of inter-firm market on marketing and financial performance is significant when the brand orientation is favorable. This study extends previous research by examining the moderating role of brand orientation on inter firm market orientation, which is important, especially for firms wanting to increase their brand reputation by entering into partnerships with other firms. Further research is indicated, to identify the key moderators of the driving force of inter-firm market in relation to business performance and the reason why maintaining a strong brand presence is important in the international marketplace.     

Cultural value,consumption value,and global brand image: A cross‐national study

In expanding their market to the global level with clear and consistent global brand images across nations, marketers are ever confronting the issue of how to deal with different cultural values. Cultural value is identified as an influential factor on brand image and is widely accepted as one of the crucial concepts in understanding consumer consumption value, which determines choices of consuming everyday products and services. Most firms endeavoring to establish and maintain consistent global brand images, however, adopt a standardized brand image strategy that usually does not consider individual target markets” characteristics, including the concepts of cultural value and consumption value. This study developed a conceptual framework which incorporated cultural value not only as a direct antecedent of brand image, but also as an indirect antecedent of brand image through consumption value, and empirically tested it using the category of apparel. Following this framework, this study hypothesized the differences in brand image, cultural value, and consumption value between the U.S. and South Korea. Data were gathered through surveying university students residing in the San Francisco and Seoul metropolitan areas using a convenience sampling method. A total of 329 completed questionnaires were used in factor analysis, discriminant analysis, and structural equation modeling. The results provide insights into standardized brand image strategies and suggest some implementable tools that might prove effective in both countries. © 2009 Wiley Periodicals, Inc.     

Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi's

ABSTRACT

This study investigates differences between U.S. global and local brands in the Indian market. Attitudes toward American products and the brand equity of U.S. global and local casual apparel brand in the Indian market are examined. It is postulated that global and local brand influence brand equity, which is composed of brand image, brand awareness, emotional value, perceived quality, brand loyalty, and purchase intention. A total of 411 college students in India participated in the survey. Using repeated measures ANOVA, this study finds that Indian consumers perceive global and local brands differently based on brand equity.