电信运营商品牌价值评估
The Brand Value's Estimation of Telecom Operators
Abstract
品牌作为一种重要的无形资产,是企业的一种宝贵资源。我国电信运营商习惯于用企业品牌和技术品牌进行市场营销的经营思路,但由于技术同质化和价格战的日趋激烈,造成品牌形象弱化,品牌资产流失以及人、财、物等资源的大量浪费。如何使品牌为企业带来效益,成为电信运营商品牌建设和价值评估的核心问题。 电信运营商品牌建设是使其商品或业务在技术、功能、服务、价格、视觉等一系列内在效用和外在效果区别于其他商品或业务,同时也是其所具有的无形价值的体现。品牌针对特定细分的市场,面对具有相同消费价值取向的顾客群体,根据整体设计和实施,对业务种类、资费价格和客户服务等进行组合包装和优化调整。电信企业依托品牌这一有效的营销载... As a kind of intangible assets, brand is the precious resources of enterprises. In China, the telecom operators are used to marketing through the enterprise brand and the technology brand. But because of the technology homogenization and increasingly fierce price war, the brand image weakens and the brand resources flow away and a lot of resources are wasted such as persons, finance, things and so...