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内容-终端-运营商关联选择模式要求品牌具有产业链系统优势,“品牌集群”竞争成为移动互联时代的品牌发展核心。品牌经营在3G时代对电信运营商具有重大意义。首先,品牌经营可以减缓价格战导致的客户市场无谓流失。随着通信市场的逐渐饱和,产品的同质化竞争日益明显,激烈的价格战导致客户市场流动性增强,需要通过品牌经营与客户加强沟通,减缓客户市场无谓流失。其次,品牌经营可以树立产业链上下游信心强化掌控能力。尤其对于在3G网络和终端方面处于劣势的运营商,合作伙伴对其依附性逐渐减弱,需要通过品牌经营树立各方信心,强化掌控能力。
Content - Terminal - Carrier Association Selection Model requires the brand has the advantages of the industrial chain system, “brand cluster ” competition has become the core of brand development in the era of mobile Internet. Brand management in the 3G era of telecom operators is of great significance. First, brand management can ease the senseless loss of customer markets caused by price wars. With the gradual saturation of the communication market, the homogenization of the product is becoming more and more obvious. The fierce price war has led to the enhancement of liquidity in the customer market. The communication with the customers needs to be strengthened through brand management, and the unnecessary loss of the customer market is slowed down. Second, the brand management can establish confidence in the upstream and downstream industry chain to strengthen control. Especially for the operators who are disadvantaged in the 3G network and terminals, the partner’s dependence on them is gradually weakened, and the confidence of all parties in the brand management needs to be established to strengthen the control over them.