论文部分内容阅读
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,改变人们以往对它的印象?能否在这新兴的手机互联网市场上取得胜利?这其中除了技术支持外,更重要的是看其品牌战略的制定,我们首先对其前期的品牌战略做简要分析。
On April 28, 2009, with the official launch of 3G business by China Unicom, China’s mobile communications industry entered the era of 3G. At the same time, the 3G battle between China Telecom, China Mobile and China Unicom also opened the curtain. Originally in the 2G era, only mobile and Unicom share cake, and now joined in with China Telecom makes the competition more intense. As the last release of 3G business Unicom, whether the help of a 3G brand to turn over a salted fish, to change people’s impression of it in the past? Whether in this emerging mobile Internet market victory? This is in addition to technical support, more important Is to look at the formulation of its brand strategy, we first make a brief analysis of its pre-brand strategy.