电信品牌建设
电信品牌建设相关思路和方法 <p class="MsoNormal" style="MARGIN: 0cm -90pt 0pt 0cm; mso-para-margin-right: -8.57gd; mso-layout-grid-align: none;"><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">新经济是属于</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">市场经济</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">模式，商品的主控权转移到消费者手中。</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">选择</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">让消费者学会越来越会准确地区别自己的好恶。不管你卖的是什么，在消费者选择的过程中，卖的人必需不断提高自己的品质标准才能获得青睐。在消费者拥有无限选择的世界中，电信运营商如何才能提升自己的竞争力，吸引更多的用户？</span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm -90pt 0pt 0cm; mso-para-margin-right: -8.57gd; mso-layout-grid-align: none;"><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"><p> </p></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"> 从现今大多数企业所面临的激烈竞争压力来看，电信运营商依然可以维持</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">价格导向</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">的思维方式，想办法靠较低的售价取胜，但这样的做法无异于杀鸡取卵。如果电信运营商不想靠低廉的价格取胜，当然他们还可以电信业务的特色或者增值服务来称王。但是在科技发达的今天，竞争对手很可能在很短的时间内如法炮制出于不相上下的服务产品。这也是为什么业界有头脑的电信运营商，都开始将自己的商品转化成品牌，而且开始投入大量的精力、财力去经营。</span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm -90pt 0pt 0cm; mso-para-margin-right: -8.57gd; mso-layout-grid-align: none;"><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"><p> </p></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"> 法国电信收购移动运营商Orange公司就是一个很好的例子。法国电信收购Orange看重的就是其品牌，可不，它不仅在其拓展全球移动通信业务时使用了Orange这一商标品牌，而且其国内移动运营公司Itineris也继续采用Orange这一牌子，尽管当时Itineris公司在法国国内移动通信市场已经占48%的份额，远远领先其竞争对手。Orange的服务在英国市场推出的9个月后，其品牌知名度已经远远超过英国本土的移动通信运营商沃达丰公司和Cellnet。而在此7个月之后，Orange的商标价值已经超过了英国电信。</span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"><p></p></span></p><p class="MsoNormal" style="MARGIN: 0cm -90pt 0pt 0cm; mso-para-margin-right: -8.57gd; mso-layout-grid-align: none;"><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"><p> </p></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"> 品牌为什么会有如此大的魅力？这是因为，任何企业的生命源泉来源于市场，电信运营商也不例外。而随着通信技术的飞速进步与普及，各个电信运营商提供的同类服务之间的差异越来越小。而正是这种微小差异的存在，便产生出鲜明的品牌效应。消费者走进市场，受一种认同感的驱使，毫不客气地避让那些有微小差异的商品，而对超越同类商品差异的品牌商品趋之若骛。譬如，人们选购彩电时，总是走近</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">长虹</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">，选购空调，会首先走近</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">春兰</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">，喝饮料，又偏向</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">可口可乐</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">，……其实，</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">长虹</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">也好，</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">春兰</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">也好，</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">“</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">可口可乐</span><span style="FONT-SIZE: 14pt; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN; mso-ascii-font-family: 宋体;"><font face="">”</font></span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-bidi-font-family: 宋体; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;">也好，在其同类产品中，其它产品同它们的差异是很小的，有的几乎小得微乎其微。消费者在挑选电信运营商的服务时，亦是如此，他们认准了这些很小的差异超越，来选购在同类产品中优于其它品牌的这些产品品牌。这就是品牌的巨大的市场效应。这种市场效应，是电信企业获得生存与发展的源泉。</span><span style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-hansi-font-family: ''; mso-font-kerning: 0pt; mso-ansi-language: ZH-CN;"><p></p></span></p>
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